Cosmo Cracks Commerce

Hearst Magazines' Cosmopolitan is livestreaming shows to sell products it knows viewers will buy. But, it’s far from the only company eyeing China’s $125 billion livestreaming commerce market.

Like most publishers, commerce has been a growth area of late: Cosmo's product sales were up more than 301% year over year in 2020.

I spoke with CRO Nancy Berger about its debut last week. Read more on the details of how Cosmo views commerce in 2021.

For Berger, the sweet spot is the entertainment of TikTok with the utility of home shopping TV. One cool detail, Cosmo enrolled Jackie Miranne, the daughter of Miracle Mop creator and QVC veteran Joy Mangano, to host its livestreams. 

Elsewhere, to mark one year since the World Health Organization declared the Covid-19 virus a global pandemic, Adweek staff looked at what the media and marketing industries have lost and, in some cases, gained. 

Before I go, last week Google announced it will not support email-based identifiers when third-party cookies are axed, throwing up questions around whether Google will prioritize its masses of first-party data for targeting, among other issues.

You can share your thoughts on what impact this will have on independent ad tech and how the industry can emerge stronger. Please fill out our survey here (it closes today) and we’ll share the results with you at a later date. 

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Thanks for reading and have a great week!

Lucinda 

[email protected]

Adweek staff share data of declines and—sometimes surprising—growth.

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