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Around 9 months ago, I wrote on AdExchanger (link in comments): "How retailers and ad tech interact will determine whether retail media can avoid the same predatory practices that have led to traditional media becoming commoditized." "Audience extensions were once a trendy tool used by traditional media companies, until they realized that inflating reach by following their own audience wherever they went on the internet didn’t actually correspond to a high-quality offering." "Today, retailers, alongside quality traditional media owners and/or a media alliance, can layer consented retail data on top of consented engaged audiences and high-quality inventory to create better advertising propositions." Today, James Hercher reports: #media #advertising #retailmedia #commercemedia #adtech #marketing #monetisation #strategy https://lnkd.in/ek-NzZaj

With the phasing out of third-party data used for targeting and buying ad space across digital media properties and the increased recognition of the value of first-party data, retailers are acutely aware of its potential. Miloš Suša, Head of Digital Media Specialists at iPROM, explains the importance of first-party data for retailers, how they can leverage it and why it plays a key role in building retail media networks or similar company-owned media networks that can be used to market ad space to its partners and customers. >> https://url.iprom.si/12- #retail #retailmedianetworks #firstpartydata #RMN

DID YOU KNOW: The retail media market will grow by 25% per year to $100 billion over the next five years ⚡ Read the article "Why we care about retail media networks" here: https://lnkd.in/eph3eQmG Key takeaways include: 📊 Insights from a 2023 IAB study of 200 advertisers and agencies who spend $5 million or more annually in RMNs 📈 The retail media market will account for over a quarter of total digital media spending by 2026 📱 55% of advertisers state the top reason for investing in RMN is its ability to reach new/incremental audiences, followed by its ability to leverage retailers' first-party data Kickstart your retail media advertising journey with panda ads today 🛒 https://lnkd.in/g_Cu2Ni5 #RetailMedia #DigitalAdvertising #pandaads

The European retail media market is predicted to grow massively, reaching €25 billion by 2027! But for advertisers, especially CPG brands, navigating this complex landscape with over 80 networks can be extremely challenging. I came across this report put together by the folks @The Mars Agency, evaluating 9 major networks across 5 key areas: Targeting, Measurement & Reporting, Media Opportunities, Innovation, and partnership. For CPG brands, retail media unlocks huge opportunities to engage shoppers closer to purchase. But without apples-to-apples comparisons on targeting sophistication, measurement capabilities, media opportunities and more, determining optimal investments is difficult. I believe this report offers a much-needed comparative framework and guidance on evaluating these networks. From the report, it’s clear Amazon Ads is lagging on their Media Opportunity due to the lack of access to social media networks. This is true for now. As announced recently, Amazon is poised to deliver a huge blow with their retail media expansion to social media platforms. I expect their upcoming integration with Facebook/Instagram and Snapchat will be an advertising earthquake. Why? Because Amazon unlocking their millions of shopper data and targeted ad capabilities for Meta's platforms threatens the ascension of any challenger. Networks lacking retail-caliber data assets may struggle to keep pace. Read the report to see what I mean. Brands typically had to choose between hyper-targeted but closed-loop retail media options vs. broad social reach. Soon they may get the best of both worlds through Amazon. And based on the sales measurement sophistication we've seen from Amazon Marketing Cloud, I predict their ability to connect social ad exposures directly to purchases will surpass Meta's increasing AI-driven efforts on the conversion attribution front. It also means all CPG brands selling on Amazon should re-evaluate the platform as a new driver of not only ecommerce sales but also brand awareness and consideration via social channels. First-movers here stand to gain an advantage. ⚡ Personally, I have a painful experience with Meta Ads and I rather stay away from them. Who hasn’t experienced having their ads account suspended for no clear reasons or even a channel to appeal the decision? Perhaps Amazon Ads platform of the future will help us circumvent the painful experience of advertising directly on Meta Ads. Link to the report is in the comments. 

The European retail media market is predicted to grow massively, reaching €25 billion by 2027! But for advertisers, especially CPG brands, navigating this complex landscape with over 80 networks can be extremely challenging. I came across this report put together by the folks @The Mars Agency, evaluating 9 major networks across 5 key areas: Targeting, Measurement & Reporting, Media Opportunities, Innovation, and partnership. For CPG brands, retail media unlocks huge opportunities to engage shoppers closer to purchase. But without apples-to-apples comparisons on targeting sophistication, measurement capabilities, media opportunities and more, determining optimal investments is difficult. I believe this report offers a much-needed comparative framework and guidance on evaluating these networks. From the report, it’s clear Amazon Ads is lagging on their Media Opportunity due to the lack of access to social media networks. This is true for now. As announced recently, Amazon is poised to deliver a huge blow with their retail media expansion to social media platforms. I expect their upcoming integration with Facebook/Instagram and Snapchat will be an advertising earthquake. Why? Because Amazon unlocking their millions of shopper data and targeted ad capabilities for Meta's platforms threatens the ascension of any challenger. Networks lacking retail-caliber data assets may struggle to keep pace. Read the report to see what I mean. Brands typically had to choose between hyper-targeted but closed-loop retail media options vs. broad social reach. Soon they may get the best of both worlds through Amazon. And based on the sales measurement sophistication we've seen from Amazon Marketing Cloud, I predict their ability to connect social ad exposures directly to purchases will surpass Meta's increasing AI-driven efforts on the conversion attribution front. It also means all CPG brands selling on Amazon should re-evaluate the platform as a new driver of not only ecommerce sales but also brand awareness and consideration via social channels. First-movers here stand to gain an advantage. ⚡ Personally, I have a painful experience with Meta Ads and I rather stay away from them. Who hasn’t experienced having their ads account suspended for no clear reasons or even a channel to appeal the decision? Perhaps Amazon Ads platform of the future will help us circumvent the painful experience of advertising directly on Meta Ads.

This is yet another example of our commitment to evolve, develop and continually improve our suite of capabilities to support brands and agencies. It's exciting news in the digital advertising space: #Pubmatic has teamed up with #experian to become the first sell-side platform to offer Experian's commerce data in the US and UK. This collaboration is set to enhance targeting capabilities for advertisers, enabling more precise and personalised marketing strategies. These comprehensive consumer insights will enable media buyers to optimise their campaigns, drive higher engagement rates, and maximise ROI. Read more... #DigitalAdvertising #Innovation #Pubmatic #experian

𝗔𝗿𝗲 𝗙𝗠𝗖𝗚𝘀 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝟭/𝟯𝗿𝗱 𝗼𝗳 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮’𝘀 𝗣𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹? The IAB’s Retail Media Buyers Guide lays out  3️⃣ essentials for a Retail Media plan that follows the full shopper journey. (𝘚𝘱𝘰𝘪𝘭𝘦𝘳 𝘢𝘭𝘦𝘳𝘵: 𝘮𝘢𝘯𝘺 𝘢𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘦𝘳𝘴 𝘢𝘳𝘦 𝘮𝘪𝘴𝘴𝘪𝘯𝘨 𝘰𝘶𝘵 𝘰𝘯 𝘢 𝘣𝘪𝘨 𝘤𝘩𝘶𝘯𝘬 𝘰𝘧 𝘙𝘦𝘵𝘢𝘪𝘭 𝘔𝘦𝘥𝘪𝘢 𝘱𝘰𝘵𝘦𝘯𝘵𝘪𝘢𝘭). 1️⃣ 𝗢𝗻𝗦𝗶𝘁𝗲: ads served within a retailer’s own platform in the form of sponsored listings, Top Picks, or display ads 🛜 2️⃣ 𝗢𝗳𝗳𝗦𝗶𝘁𝗲: retailers use their own data to buy ads on partner networks and properties like social media, CTV, websites, apps 3️⃣ 𝗜𝗻-𝘀𝘁𝗼𝗿𝗲 𝗮𝗻𝗱 𝗢𝗢𝗛: the new era of targeted ads in physical channels like brick-and-mortar stores, gas stations, and parking lots 🖐️🖐️🖐️ “But wait!” says the 𝗙𝗠𝗖𝗚 advertiser, “We already do all three! What are we missing out on?” 🖐️🖐️🖐️ In-store advertising has changed! New-gen In-store Retail Meida like Advertima’s Audience AI bring online Retail Media capabilities into grocery stores and pretty much anywhere with smart signage for: 😎 𝗦𝗺𝗮𝗿𝘁 𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: that’s right – you can have real-time in-store shopper targeting based on predefined seller segments! ⚖️ 𝗩𝗲𝗿𝗶𝗳𝗶𝗮𝗯𝗹𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻-𝗹𝗲𝘃𝗲𝗹 𝗱𝗮𝘁𝗮: from reach to impressions per segment and lots more analytics to optimize campaigns and ROI. 🤖 𝗦𝗰𝗮𝗹𝗲 𝗮𝗻𝗱 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻: programmatic buying from within your existing ad tech ecosystem.  👉 If your Retail Media plan only includes Online and Offsite, with traditional, static, loop-based ads passing for ‘in-store Retail Media,’ you’re missing out on the opportunity to potentially close the loop on your customer’s journey.  🔗 Read eMarketer Sara Lebow’s article on building an all-in Retail Media plan - link in the first comment. #retailmedia #retailtechnology #advertima #CPG #advertising

🤝 𝗦𝗰𝗵𝘄𝗮𝗿𝘇 𝗚𝗿𝗼𝘂𝗽 𝗺𝗲𝗲𝘁𝘀 𝗧𝗵𝗲 𝗧𝗿𝗮𝗱𝗲 𝗗𝗲𝘀𝗸: 𝗗𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝗵𝗲𝗿𝗮𝗹𝗱 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝘀𝘁𝗮𝗴𝗲 𝗼𝗳 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? 🚀 Schwarz Dienstleistungen, which includes retailers Kaufland Deutschland and Lidl in Deutschland, has announced a strategic partnership with The Trade Desk. 🎯 The Trade Desk is a leader in real-time programmatic marketing automation technology. This partnership will enable Lidl's online store and Kaufland's marketplace to be used for targeting and measuring the success of digital advertising campaigns on the open web. 🛒📈 Schwarz Media's reach will enable advertisers to reach their target audiences more precisely and across channels via The Trade Desk's platform. This is a big step towards more effective and targeted advertising. 🎯 According to forecasts by IAB Europe, Retail Media will have a revenue potential of €25 billion by 2026. 💰 With this new partnership, advertisers can measure the impact of their digital ads on direct sales and optimize their campaigns in near real-time. ⏱️ At DOUGLAS MARKETING SOLUTIONS, we are excited about this development and look forward to seeing how this partnership evolves. It's further proof that Retail Media has an important role to play in the future of digital advertising. 🌐 Source: https://lnkd.in/e8BEAEG6 #RetailMedia #DigitalMarketing #TheTradeDesk #SchwarzGroup #DouglasMarketingSolutions

Retail media under the microscope. 5— "💡" from this article by Bain & Company 💡"53% of CPG advertisers said retail media offered unique marketing opportunities." 💡"77% said its ability to reach relevant audiences was one of the main benefits." I'd also be thinking about what hyper-relevant off-platform tactics would give my clients the scale they want while capturing the attention they need. And how to take a long-term approach to aligning on/off platform tactics with in-store activations. 💡"56% of CPG advertisers believe that retail media will become more important due to changing data privacy regulations." Targeting strategies will become more critical with the increase in regulations. In addition to appearing on-platform, I'd explore how contextual solutions fit into the portfolio of offerings available to advertisers.  💡 "They're still viewing CPGs only as suppliers rather than customers that need to see granular performance data to be comfortable with increasing their spending." Treating a CPG like a vendor and a customer will be a delicate dance that smaller teams may have an easier time achieving in the initial growth years of building their networks. The challenge for the emerging networks might be how the elevated service, standardized results, and strategic collaborations scale—especially for sophisticated clients choosing how to allocate dollars across existing RMNs.  💡 "How should retail media networks respond to this changing and more integrated landscape? Focusing on three areas— Segmented go-to-market strategy Operating model integration with the core business Performance measurement—can help them scale their advertising businesses and become invaluable guides to advertisers as they seek to reach their target audience." I'd like to see who will emerge as the leader in the conversation around standardization—this push will continue to place extra strain on data science teams.   If you gave this a read, what are your thoughts? #retailmedia #retail #digitaladvertising https://lnkd.in/gpED8ukq