Last week, I had the honor of moderating a session at the IAB Connected Commerce Summit called “How to Supercharge Your Creative Strategy with AI.” Joining me on stage were Mike Brunick, SVP, Head of Commerce Media at Yahoo; Devrie DeMarco, Managing Director at MediaLink/UTA; and Wendi Dunlap, EVP, Business Intelligence and Audience Science at Mediahub Worldwide.

Together, we dove into how AI is reshaping creative strategies and, most importantly, how it’s knitting together the online and offline worlds to build seamless customer experiences.

One of the most compelling moments came from DeMarco, who reminded us that it’s not just about optimizing workflows, it’s about crafting journeys that resonate across every touchpoint. She said it powerfully: “If AI can free people from manual tasks, imagine the potential of a better in-store experience.”That struck a chord. We’re not just using AI for efficiency’s sake; we’re using it to enrich the entire shopping experience, connecting the digital and physical realms.

Brunick emphasized that personalization needs to go beyond immediate transactions. It’s about fostering long-term relationships. Picture a customer’s journey as a continuous thread weaving through both online and in-store experiences. AI helps us analyze behaviors, build meaningful touchpoints, and drive engagement that resonates across channels. But it’s most effective when it amplifies our ability to connect on a human level. We can’t let data and automation drown out the personal touch.

Dunlap added another layer, urging us not to overlook the ethical implications of AI in creative strategies. While AI can enhance creativity, without vigilance, we risk introducing bias into the strategies we create to connect with diverse audiences. “Bias” and “inclusivity” must be at the forefront of any AI-driven approach, Dunlap explained. The technology is only as good as the data it’s fed. Without human insight, we can easily miss the mark in reflecting our diverse audiences and their varied consumer experiences.  This isn’t just about algorithms; it’s about responsibility.

AI Strategy in Three Key Points

Our panel boiled down AI strategy to three essential takeaways:

1. Bridge the Online and In-Store Experience: It’s not about separate channels; it’s about guiding customers through a unified journey.
2. Enhance Creativity, Don’t Replace It: AI should augment the human touch, but always keep a sharp eye on data-driven biases.
3. Start Small: Test a few use cases, learn, and then scale up thoughtfully. Don’t try to boil the ocean.

The Power of Experience

After my panel, I attended several discussions that expanded on these ideas. But the last session of the day — “Unlock the Power of Innovation through Creativity in Commerce” — truly drove everything home for me. Featuring Michael Olaye, EVP, Managing Director at Hero Digital, and Lauren Chesley, Head of Industry, Retail + Restaurants at SiriusXM Media, and moderated by Pam Zucker, Chief Strategy Officer at IAB<, this session wrapped up many of the themes we’d explored throughout the day.

They picked up right where our panel left off and closed the loop on what Walter T. Geer III touched upon earlier in the day during his fireside chat: We need to be creating experiences. It’s not just about selling products; it’s about crafting a journey that resonates on multiple sensory levels and stays with the consumer long after.

Olaye framed it perfectly: “Creativity stays the same, but the canvas changes.” We’ve moved from TV and print to automation and digital platforms, and it’s about using technology to drive human thinking. His words encapsulated what we’d been circling all day — AI isn’t here to replace creativity; it’s here to enhance it, giving us new canvases to paint on.

Chesley illustrated this idea deeper, painting a vivid picture of a European hotel where every detail was designed to engage the senses. The scent in the lobby, the jazz music playing softly, the warm towel handed to guests, and the champagne toast at check-in. “The more senses you activate, the more connected you are to someone,” she explained. It clicked. The same principles apply to retail. She argued that audio is a powerful yet often underused channel, creating emotional connections in a world saturated with visuals. When was the last time you thought about a brand’s sonic identity?

Olaye also introduced the idea of Zero UI — a world that moves beyond screens and traditional interfaces. Imagine stores where sensors, AI, and connected devices know your preferences without you having to input anything. Zero UI is about blending the physical and digital worlds in seamless ways. This dovetailed perfectly with what we discussed during the session I moderated: AI is a tool to build customer journeys that speak to how people want to interact with brands, online or offline.

Key Takeaways from the IAB Connected Commerce Summit

1. Phygital Experiences Are Key: Rose Ferraro of Rockbot emphasized that consistency between online and in-store environments is crucial. Unified media across audio, signage, and other touchpoints strengthens the brand narrative and keeps consumers engaged.
2. In-Store Digitization as a Business Enabler: Nick Ashley of Tesco Media nailed it when he said that digitization isn’t just about media revenue; it’s about enhancing the overall business. Elevating the look and feel of stores fosters long-term customer loyalty.
3. Retail Data Drives Better Impact: Elizabeth Cotogno of Kroger Precision Marketing noted that incorporating retail data earlier in media planning can boost business impact by 50%. But the real challenge? Moving beyond outdated metrics like CPMs and focusing on real-world outcomes.
4. Creativity and Technology Must Work Hand-in-Hand: Walter T. Geer III reminded us that while AI and automation provide incredible tools, it’s the human element — our stories, ethics, and passion — that ultimately drives compelling campaigns.
5. Personalization, but Not at the Expense of Privacy: The summit repeatedly highlighted that AI should personalize and enhance consumer experiences while keeping privacy and ethics at the forefront of every interaction.

Creating the Connected Experience

If there’s one major lesson I walked away from the IAB Connected Commerce Summit with, it’s this: AI is an enabler, not the end goal. Whether we’re streamlining creative processes or building phygital retail environments, the focus should always be on crafting meaningful, holistic experiences.

AI can free us from mundane tasks, drive deeper insights, and open up new possibilities. But at its core, it’s the human touch that keeps the heartbeat of creative strategy alive. It’s about understanding what truly resonates with people and using technology to amplify those connections.

The post Supercharging Creative Strategies with AI: Top Takeaways from IAB Connected Commerce Summit appeared first on AdMonsters.

Choosing the right retail media provider is crucial for your advertising strategy. With US omnichannel retail media ad spend projected to hit $54.85 billion in 2024, growing 26% year-over-year, retail media will make up 21.8% of total US media ad spend by 2027. This growth demands that agencies select partners who can drive real business outcomes.

As retail media expands, so does its complexity. It’s no longer just about placing ads but leveraging retailer-specific insights, ad innovation, and personalization. The right provider will offer precision targeting, data transparency, and seamless campaign integration, helping advertisers achieve measurable, data-driven results in an increasingly competitive landscape. 

“When choosing a retail media network, we focus on finding a partner that can help us drive meaningful results for our clients,” said Chelsea Monaco, SVP Commerce Media at Digitas. “We look for networks that offer strong audience reach, flexibility in ad formats, and the ability to provide actionable insights. Ultimately, we want a platform that delivers high visibility and supports strategic, data-driven decision-making to maximize impact across the board.”

We’ve worked with some of the top retail media networks on the market to identify the top criteria ad agencies and brands look for when selecting a Retail Media Network (RMN). Here’s what we’ve compiled from those conversations: 

1. Retailer-Specific Customer Insights: What exclusive insights can you tap into? Retail media networks grant access to valuable first-party data directly from retailers. This data offers a window into detailed customer purchase behaviors and evolving shopping trends, empowering you to make smarter, more informed advertising decisions. By leveraging these insights, you can create highly targeted campaigns that align with real consumer interests and buying patterns, boosting relevance and effectiveness.
2. Ad Innovation and Personalization: How advanced is the technology? Seek out networks that provide innovative tools like dynamic ad creatives, personalized offers, and AI-powered product recommendations. These advanced capabilities help ensure your ads are more relevant to individual consumers, driving higher engagement and better overall performance. By harnessing technology to deliver tailored experiences, you can create more impactful, results-driven campaigns. 
3. Brand Alignment: Does the retail network resonate with your client’s brand? The retailer’s reputation and brand image significantly influence how consumers view your ads. It’s essential to select retail partners that share your client’s brand values and appeal to their target audience, ensuring that your message is consistent and strengthens brand perception.
4. Audience Targeting Capabilities: Who are you trying to reach? Make sure the retail media network provides comprehensive targeting tools, including insights into customer demographics, purchase behavior, and browsing patterns. The more refined and accurate the targeting, the greater the chance of connecting with the right audience and driving meaningful results.
5. Ad Placement Options: Where will your ads appear? Consider the range of placements offered, such as on product pages, checkout pages, search results, or homepage banners. The relevance of these placements to your target audience’s journey is critical.
6. Data Transparency and Reporting: How transparent is the data? Ensure the network provides real-time performance insights with granular reporting on key metrics like impressions, clicks, conversions, and ROAS (Return on Ad Spend). Access to detailed analytics will allow for continuous optimization. Also consider the pricing models (CPM, CPC, CPA) offered by the network. Compare the costs with the expected returns based on the network’s historical performance and your campaign objectives.
7. Integration with Other Campaigns: Does it complement your broader strategy? Evaluate how well the retail media network fits your broader digital and omnichannel advertising strategy. The ability to integrate with existing campaigns across channels like social media, search, or programmatic is crucial for holistic marketing.

“Selecting a retail media network is about finding a platform that provides deep customer insights and the flexibility to precisely target the right audience. It’s about finding a solution that offers strong brand alignment and the tools to create impactful, personalized ad experiences,” said Janine Flaccavento, EVP, Vertical Lead at Merkle. “Ultimately, I want a partner that can deliver measurable results and help drive real business growth for our clients.”

 The retail media landscape is rapidly transforming, with several key industry trends driving this growth. Retailer-specific customer insights powered by first-party data give advertisers unprecedented access to consumer behaviors and shopping patterns, allowing for highly targeted and relevant campaigns. Additionally, advancements in ad innovation and personalization, such as ad creatives and AI-driven recommendations, are helping advertisers deliver more engaging, tailored experiences that increase consumer interaction.

As retail media networks become more integrated into omnichannel strategies, advertisers focus on networks offering advanced audience targeting capabilities, real-time data transparency, and seamless integration with other marketing channels. These trends are forcing advertisers to rethink their approach, demanding more strategic partnerships that align with the evolving digital ecosystem and consumer expectations.

The post Inside the Buy Side: What Retail Media Network (RMN) Is Right for Your Ads? appeared first on AdMonsters.

Rumors are swirling that The Trade Desk (TTD) is quietly working on a smart TV operating system. If true, this bold move could shake up the CTV market.

According to a scoop from Lowpass TTD  has been secretly assembling a team, including former Roku employees, to develop this OS. They’ve been working on this project since the pandemic, and are said to go live in 2025.

So, what’s the play here? Is this about controlling CTV ad inventory? Absolutely. If this project comes to fruition, it won’t just pit TTD against CTV giants like Roku, Amazon, and Google — it will fundamentally reshape how ads are bought and sold in CTV land.

Owning the Ecosystem: More Than Just Ads

The Trade Desk’s ambitions go way beyond simply building a TV OS. This is about controlling the entire advertising infrastructure — from retail media to CTV to the open web.

It’s no secret, TTD has been digging into the $500 billion retail media pie, building partnerships with Walmart, Target, and Home Depot to leverage their goldmine of first-party data for ad targeting — while going head-to-head with rivals like Criteo and CitrusAds.

If TTD controls the smart TV OS, they won’t just be competing with Roku and Amazon; they’ll own the pipes through which ads flow, transforming themselves into the ultimate gatekeeper.

This move dovetails perfectly with TTD’s other plays. Think about how OpenPath bypasses SSPs to create a direct line between advertisers and publishers. Now imagine OpenPath combined with control of the smart TV OS — TTD wouldn’t just control ad spend, they’d dominate how the entire ecosystem operates.

A Unified Consumer Profile: The Holy Grail of Targeting

Retail media gives TTD an edge, providing crucial data for advertisers in a world where third-party cookies are phasing out.

Combining that data with CTV viewing habits opens a treasure trove of insights about consumers — from what they’re binge-watching to what’s in their shopping carts. For advertisers, that’s the holy grail of targeting. Talk about a 360-degree view of the consumer journey.

According to AdAge, TTD’s smart TV OS project is also about safeguarding data. With data signals like third-party cookies and mobile identifiers diminishing, this OS would allow the ad tech giant to create a data-rich environment, integrated with their Unified ID 2.0 identity solution.

This move is about more than just controlling ad delivery — it’s a way for TTD to hedge against future restrictions on data collection. By owning the OS, TTD would have deeper access to first-party data, including key signals like hardware addresses and IPs, making ad targeting and measurement much easier.

The Real Power Play: Controlling the Pipes

TTD’s smart TV OS could become the new middleman for CTV advertising, deciding who gets access to ad inventory and who doesn’t. By providing better-revenue-sharing deals and more flexibility for hardware manufacturers than their competitors, TTD could easily entice them to adopt their system. This could also mean attracting publishers who are frustrated with the rigid terms of existing platforms.

What makes this move even more powerful is the potential to bake Unified ID 2.0 right into the fabric of the OS<. With privacy regulations tightening, controlling the OS would position the ad tech behemoth to offer the granular targeting advertisers crave — without relying on third-party platforms like Roku or Amazon.

For Publishers: Is This a Goldmine or a Trap?

But things could get tricky for publishers. On one hand, TTD’s OS could offer more transparency and control, streamlining the process of accessing high-value inventory. TTD’s Top 100 Premium Publishers List already hints at the company’s desire to curate who is considered “premium” in ad land. If this OS follows that pattern, publishers could find themselves inside a new lucrative ecosystem — or left out in the cold.

If TTD can cut out the middlemen by building their own OS, they can offer publishers better revenue splits while controlling the data that flows through the system. This would also give them a massive competitive advantage.

The potential downside? With TTD controlling the data and distribution, the ad-buying process would be streamlined. But it could also increase publisher reliance on TTD’s ecosystem — a double-edged sword if there ever was one.

The Challenges Ahead: Not So Fast

TTD’s ambitions are grand, but their road ahead isn’t paved smoothly. The company faces stiff competition< from established players like Roku, Google, and Amazon, all of whom currently dominate the CTV market. Convincing TV manufacturers to adopt a new OS is no easy task, especially when TTD would be relatively new to this space.

Additionally, TTD’s reliance on Android AOSP (the same open-source foundation that Amazon’s Fire TV OS uses) could create conflicts with Google. In the past, Google has clashed with companies using forked versions of Android, and TTD could find itself caught in similar struggles. Technical hurdles aside, TTD has to convince consumers to adopt their platform — a significant challenge given the dominance of today’s streaming kingpins.

The Bigger Picture: TTD’s Long Game

Ultimately, TTD’s play for a smart TV OS is a bold move to integrate retail media, CTV, and open web advertising into one seamless ecosystem.

For advertisers, the appeal is clear — seamless, cross-platform targeting powered by first-party data from multiple sources allowing them to track and target consumers across every screen. This could redefine targeting as we know it.

For publishers, the opportunity to tap into TTD’s unified infrastructure could mean more revenue, but it also comes with risking over-reliance.

One thing’s for sure: The Trade Desk isn’t just building a smart TV OS — they’re building the future of digital advertising, one pipeline at a time. With each move, TTD is tightening its grip on the ad supply chain, positioning itself as the essential middleman for advertisers, publishers, and consumers.

The post Is The Trade Desk Building a Smart TV OS? Here’s What This Could Mean For the Advertising Ecosystem appeared first on AdMonsters.

For as long as retailers have existed, they have sought ways to monetize the audience they bring to suppliers. From end caps to circulars, retailers have been a pervasive, but understated, media partner to brands of all sizes. 

But nothing in history has the scope and potential of retail media–the process of selling inventory on their websites, and other owned channels, to brands. 

It’s quickly becoming a huge market for advertisers, reaching $46B of ad spend in 2023. That is significantly higher than CTV, which was estimated at $25B. It is also expected to reach $100B by 2026. 

While some might consider retail media a performance marketing channel, Upwave data busts that myth, showing it is also a brand-building powerhouse.

Upwave’s recent analysis of over 500 retail media campaigns, spanning 300+ brands, found that 96% of campaigns had a positive lift on at least one brand KPI, 87% of campaigns had at least one brand KPI that was above Upwave Norms, and 18.8% of campaigns exceeded Upwave Norms for all brand KPIs.

The Rise of Retail Media

As with other eCommerce advancements, Amazon deserves credit for building the modern retail media network environment. Once Amazon became the online store for virtually everything, they realized millions of people were coming by daily to buy a variety of things. Amazon could sell space on its various product and category webpages to companies looking to influence those visitors. That first-mover advantage has paid off. Over 75% of the current US Retail Media investment is spent on Amazon advertising. Walmart is second, via its advertising solutions division, Walmart Connect.

There’s a simple reason why so many retailers are joining the ranks of retail media: the channel can produce margins of up to 90%, according to the Boston Consulting Group. We’ve even heard that it’s not hyperbole to suggest retailers would gladly do away with selling goods if they could just make the same amount of money in the media. 

Now, brands as diverse as Uber, Sephora, Sam’s Club, and Best Buy all have their retail media networks.

Unsurprisingly, performance marketers have flocked to retail media as a way to monetize that audience immediately. And, sure, it makes perfect sense that people browsing a retailer’s website are considered to be in the market to buy now.

However, retail media is a huge opportunity for brand building, one not nearly enough companies are taking advantage of. That means industry watchers are potentially even underestimating the future revenue opportunities from retail media.

Here’s why.

• The massive first-party data retailers are sitting on. It’s no coincidence that retail media is at the top of the minds of all advertisers at a time when cookies are going away. Retailers are better equipped than almost anyone else to offer targeting capabilities to advertisers and their agencies. They have a plethora of data on hand about households, such as if they have kids. For example, a car manufacturer can more accurately advertise its suite of cars to the right buyers (e.g. a minivan to those with multiple children).

• Not everyone on those websites is in the market to buy. It’s hard to track down specific stats for how many people visit a website without adding something to their shopping cart but the overwhelming majority of visitors do not purchase at the time of visiting. Sometimes people are browsing and not looking for something specific. Even those looking to make a purchase could be stopped in their tracks by a brand-building ad regardless. 

• Non-endemic ads performed as well, if not better than endemic ones. Another myth busted for this channel, Upwave’s study found that advertisements featuring products not for sale on retail media sites outperformed those that you could buy in several key areas, including ad recall, consideration, and purchase intent. One reason is the ad stands out as unique amid dozens of product listings. For example, an ad for insurance may be more noticeable among kitchen staples on a grocery store website. 

• Its reach extends beyond the retail domain. Amazon has Prime, a video platform increasingly winning high-profile deals like NFL broadcasts and producing large-budget shows like Lord of the Rings. Walmart has agreed to acquire Vizio, a manufacturer of smart TVs. Rakuten purchased eBook company Kobo. That’s in addition to their ability to place ads on third-party sites they don’t own. Retailers and eTailers alike are looking to expand their reach as far as possible, given the data advantage they have on many other websites. Retail media offers much more than on-site placements because they can better validate those audiences.

• A strong trust factor. Individuals browsing their favorite retail websites, apps, or streaming from retailer-owned platforms, are likely to trust those who run ads on the site. A 2024 eMarketer study found consumers trusted ads on retail sites almost double that of social media or third-party marketplaces. Furthermore, slightly over 50% of respondents were more likely to buy items and try out a new brand they hadn’t purchased before if a retailer advertised them. This is especially important for newer brands looking to build up their name recognition and trust. Our study found retail media tied with online video as driving the most consideration against all other mediums. Frequent shoppers of a particular website could learn about a brand one day through a well-placed ad intended to drive consideration, and then return days or weeks later to make a purchase.

Now is the time for brand marketers to reevaluate their channel mix and take another look at this medium. By understanding that brand-building is a possibility in retail media it opens up the category for more growth than what is being predicted. All of our data demonstrates it’s a huge opportunity for brands looking to impact consumer behavior along the mid-lower brand funnel. Now is the time for brand builders to embrace the opportunity before the rest catch on.

The post Retail Media: As Important for Brand Builders as Performance Marketers appeared first on AdMonsters.

Digital advertising is becoming increasingly complex, and honestly, this won’t change for some time. While the advertising ecosystem is strategically preparing for the long haul, peak season is upon us and before you know it, summer will be gone.

With transparency and media quality at the top of publishers’ minds, it will be interesting to see how Q4 plays out. External factors such as Google’s decision to maintain third-party cookies are only further complicating things.

For brands, brand safety is a major concern, especially during election season like this one where advertisers are projected to spend over $12B on ads across all channels. With brands opting out of placing ads next to election content, or news entirely, the question arises, what do brands have to be afraid of?

At the recent AdMonsters Publisher Forum in Boston, Jana Meron, the newly appointed VP of Revenue Operations and Data at The Washington Post, challenged the conventional wisdom around news and brand safety. Speaking to a packed room of publishers and tech vendors, she questioned, “Why would you avoid reaching this audience when they’re most engaged?”

A few years ago, an IAB study found that 84% of consumers trust brands they see in the news, which highlights the importance of addressing misconceptions about news content. Yet, despite this trust, Resonate’s Fall 2024 Consumer Trends Report tells us that consumer spending is down, which is no bueno for publishers, brands, and agencies already grappling with declining ad revenue and sales.

“The challenge continues for advertisers trying to navigate trust and brand safety,” said Jonathan Neddenriep, co-founder and CTO of Postie. “This also puts pressure on the large tech platforms to double down on ad and content safety tools, something that isn’t always a popular or easy investment (see the Meta CrowdTangle shutdown, for instance.)”

So, what’s a brand to do during times like these?

I recently moderated a webinar with Neddenriep and Bethany Bollenbacher, Customer Success Senior Team Leader at Postie, where they dropped a ton of jaw-dropping gems to help brands stay afloat. If one thing is for sure, and two things are for certain, brands should definitely incorporate direct mail into their strategies. With Postie, direct mail now offers digital capabilities like real-time reporting, website re-targeting, and targeting that exceeds even digital channels. 

Here are some insights and strategies to help brands navigate holiday and election campaigns.

• Election Season: The Catalyst for Surging  Ad Rates
  During election years, the surge in political ad spending significantly impacts ad rates on major platforms like Meta and Google. The bid-based nature of these platforms intensifies competition for ad slots, driving up CPMs and CPAs. This situation is particularly challenging for ecommerce brands looking to grow during the holiday season. To navigate these fluctuations, brands should develop conservative forecasts for CPMs and explore alternative channels with more stable performance metrics. Implementing digital campaign levers like cost-capping can also help protect your budget from being drained by the rising cost of ad slots.
• Leveraging Direct Mail for Stability
  Direct mail offers a stable and predictable alternative amidst fluctuating digital ad rates. Unlike digital channels, where ad placements can be unpredictable and subject to sudden rate hikes, direct mail provides a consistent and reliable medium. Its ability to lock in rates and deliver steady results makes it an attractive option for brands looking to diversify their advertising strategies. Additionally, direct mail’s physical separation from digital noise can enhance brand safety—a key concern during politically charged periods.
  
• Develop Strong Personalization and Creative Strategies
  Personalizing direct mail is key to maximizing engagement and conversions. While basic tactics like adding a recipient’s name may have limited impact, tailoring offers relevant to the specific needs of each household can significantly boost engagement. For example, offering loyalty rewards or promoting local pickup to save on shipping can make direct mail more enticing. Additionally, tapping into the nostalgic and emotional appeal of the holiday season in your creative strategies can strengthen consumer connection and drive purchasing behavior. As Bollenbacher puts it, “Keep it warm, fuzzy, and cheesy!”
• Hone in on Your First-party Data
  First-party data remains a vital brand asset, especially as third-party data faces increasing scrutiny and regulation. By leveraging first-party data, brands can gain deeper insights into consumer behaviors and optimize their marketing efforts. Retail media networks, which capitalize on this data, are gaining traction to support both retailers’ and brands’ growth objectives. This data-driven approach enables precise targeting and personalization, enhancing overall campaign effectiveness. During a session at AdMonsters Ops titled “Retail Media In-Housing: It’s the New Wave,” speakers stressed how crowded the retail media space has become. To stand out, one strategy for RMNs is to tap into direct mail, a far less crowded medium in RMN.
• Remain Flexible to Keep up With Consumer Habits
  To run effective holiday campaigns, it’s crucial to understand and align with consumer habits. Different industries follow unique seasonal patterns, so your marketing should reflect these trends. For example, gift-giving behaviors ramp up in early Q4 while sectors like home services decline — no one wants to start a home improvement project on Thanksgiving when everyone is focused on eating. Brands can optimize their campaigns by targeting consumers at the right times and revisiting CRM strategies to encourage multiple purchases during the holiday season, boosting lifetime value.
• Understanding Publisher Concerns
  Publishers are facing a host of challenges, with transparency and diversity in advertising being especially critical for niche publishers striving to stay afloat. Media quality verification remains is also a hot topic, with industry experts debating its effectiveness. At Publisher Forum Boston, Claire Atkin from Check My Ads highlighted these issues, calling for ongoing dialogue and efficiency improvements. In this challenging environment, publishers need strong strategies to maintain and strengthen their market positions.

A Worry-free Approach to Surviving Q4

Navigating holiday campaigns during an election year requires a multifaceted approach, balancing digital and traditional channels, and better leveraging first-party data, while understanding consumer habits. 

Brands and agencies must stay agile and prepare for fluctuating ad rates while optimizing strategies to cut through the political and holiday noise. Direct mail offers a stable, effective alternative, and personalized, emotionally resonant creative strategies can drive consumer engagement. Ultimately, a well-rounded, data-driven approach will empower brands to succeed even in the most challenging advertising landscapes.

Don’t sleep on the power of direct mail. To watch the full discussion click here.

The post Deck the Halls With Votes and Direct Mail: Mastering Holiday Campaigns in an Election Year appeared first on AdMonsters.

As retail media expands, it becomes more complex and creates significant challenges for retailers, brands, and agencies. For instance, fragmentation within the space creates a cumbersome and inefficient buying process, hampering the widespread adoption and growth of retail media networks. There is a pressing need to develop multi-retailer, multi-channel, and multi-format platforms driven by ROAS to address this issue. 

These platforms would enable retailers and brands to fully capitalize on the opportunities within retail media, ensuring that advertising remains relevant and effective at every stage of the consumer journey.

In response to these challenges, companies like Criteo are forging strategic partnerships to simplify and scale retail media operations. For instance, Criteo’s collaboration with Microsoft Advertising aims to streamline the monetization of retail media inventory through a unified omnichannel platform. 

We spoke with  Brian Gleason, Chief Revenue Officer at Criteo and Lynne Kjolso, Vice President of Global Partnerships and Retail Media at Microsoft Advertising, about how their partnership can empower retailers to connect with meaningful demand and enhance the shopping experience by leveraging first-party data to deliver more relevant ads.

Andrew Byrd: What are the main challenges retailers face with platform complexity, and how can these be simplified to benefit omnichannel retail media programs?

Brian Gleason: As retail media continues to scale, platform complexity is creating an increasingly fragmented ecosystem for retailers, brands, and agencies. Currently, brands are buying retail media via multiple platforms, leading to a cumbersome buying process that, in turn, impacts widespread adoption and growth for retailers’ media networks.

The retail media ecosystem must prioritize the development of ROAS-driven multi-retailer, multi-channel, and multi-format platforms that allow retailers and brands to capitalize on the booming opportunity effectively. With shoppers increasingly returning to physical stores, ad tech providers must connect retailers to meaningful and relevant demand that allows them to speak to audiences at all stages of their purchase journey — wherever and whenever they shop. 

With Microsoft naming Criteo its preferred partner to serve the onsite needs of its retailer clients, the two companies intend to help retailers monetize their valuable retail media inventory through a simplified omnichannel platform and program management. 

AB: How can the advertising experience be improved to enhance relevance for shoppers and reduce marketplace inefficiency?

BG: Retail media is inherently consumer-centric by harnessing first-party data, but there are still inefficiencies that can be optimized to provide a better experience for consumers as they shop across the open internet.

For example, product-first retail media strategies reduce fragmentation in the market by allowing brands and agencies to scale their campaigns across multiple retailers. At Criteo, we’ve integrated SKU-based planning into our platform, which allows brands to promote their products on any retailer in our network where their product is sold in one streamlined campaign activation, management and optimization workflow with closed-loop measurement.

This, in turn, creates additional opportunities for brands to reach consumers with relevant ads. At the same time, they browse the open internet while ensuring the products they choose to buy are in stock and available for purchase at their desired retailer.

AB: How does the integration between Criteo and the Microsoft Advertising Network aim to simplify and scale demand access for advertisers?

BG: Our relationship with Microsoft Advertising builds on our strengths to drive scale, simplicity, and innovation in retail media. Specifically, our planned strategic collaboration would bring Microsoft Advertising’s extensive demand to Criteo’s global network of 225 retailers, empowering Microsoft Advertising’s 500,000+ global active advertiser clients to achieve stronger, measurable performance for their campaigns.

Overall, our collaboration would benefit all parties within the retail media ecosystem. Retailers would have access to increased global demand, while brands and agencies would have increased supply options that help them diversify their campaigns and reach shoppers with personalized advertising through a single point of entry, driving performance growth with scale.    

AB: Can you provide more details on the planned innovations with Microsoft Curate and the AI-powered Retail Media Creative Studio and how these will benefit advertisers and retailers?

BG: Through our collaboration with Microsoft Advertising, we’re exploring opportunities for our advertiser clients to tap into Microsoft Advertising’s generative AI and innovations, such as its AI-powered Retail Media Creative Studio. Harnessing tools like the Retail Media Creative Studio would make it easier for Criteo clients to create and optimize their ad creative at scale with the power of generative AI while providing retailers with creative advertising formats to drive engagement on their owned and operated properties.

AB: Considering current trends and challenges, what do you envision as the future of retail media in the next five years?

BG: Over the next five years, retail media will progress through greater unification to unlock the full potential of the $150 billion retail media market, focusing on efficiency, integration, and growth. As the industry scales, retailers will increasingly operate as media companies, using their valuable first-party data to enhance customer engagement and drive transactions. 

As we continue to address platform complexity and fragmentation issues, solutions like Criteo’s Commerce Media Platform will drive the adoption of multi-retailer, multi-channel, and muti-format campaigns. The industry will also embrace a full-funnel approach, combining onsite display with offsite ads to create a unified consumer journey and leveraging closed-loop measurement for enhanced performance.

Increased investment will prompt brands to scale their retail media efforts and optimize return on ad spend, highlighting the need for advanced tools like AI that will drive agile optimization. As this investment increases, industry-wide standardization will become crucial, with collaboration among key players like the IAB and MRC helping to reduce fragmentation.

AB: Your blog post alludes to retail media still being in its teenage years. What steps need to be taken to prepare it for adulthood?

Lynne Kjolso: There is a lot of promise in retail media, but evolution and maturity are required to fully take advantage of the opportunities.

Specifically, there is platform complexity with so many point solutions flooding the market. Retailers would benefit from more simplicity in their options and the ability to activate omnichannel retail media programs. 

Additionally, ad buyers pay a heavy operational tax due to fragmented buying challenges. With more unified ways to access retailer supply, like in our collaboration with Criteo, buyers can access retail media supply seamlessly and at scale.

Lastly, the advertising experience is often poor for consumers due to a lack of a cohesive approach and standardization. We can address this marketplace inefficiency by putting the consumer at the center of the equation. For example, retailers can use Microsoft Curate to extend and monetize their onsite audience with curated deals available in any DSP. This makes it easier for advertisers to seamlessly buy off site retail media in the same place as their other digital media buys. 

AB: How does Microsoft Advertising plan to address the fragmented buying challenges caused by the proliferation of retail media walled gardens?

LK: Our collaboration with Criteo is an important step in addressing fragmented buying challenges. As a company, our goal is to empower the entire ecosystem to achieve more. In retail media, this equates to bringing scale, simplicity, and innovation to the market. By bringing our scaled demand to Criteo’s retail media supply, we’re breaking down walls and helping advertisers access a rich array of retailers through a single entry point.

The post Microsoft and Criteo’s Unified, ROAS-Driven Retail Media Strategy appeared first on AdMonsters.

AI is a crucial growth driver across various aspects of commerce advertising, from content creation to targeting and personalization, according to mrge’s latest State of Commerce Advertising Report.

To learn more about the transformative role of AI in commerce advertising, we chatted with Felix Witte, General Manager and SVP Publishers & Advertisers at mrge. He gave us an in-depth look at the report, showcasing specific examples of revenue increases and operational improvements.

In our conversation, Witte also addressed the challenges posed by Google’s anticipated updates, which are expected to significantly impact content quality and data protection. Transparency is also a crucial concern for the industry, with 94.4% of respondents citing so.

Dig into the Q&A for a comprehensive view of the current and future state of commerce advertising backed by data and insights from the report.

AI as a Revenue Driver

Lynne d Johnson: The report highlights AI as a significant growth driver. Can you provide specific examples or case studies where AI has substantially increased revenue for commerce advertisers?

Felix Witte: AI is extensively being used in managing product listings on search engines. Tools like GPT-4 and Jasper.ai can generate product descriptions, specifications, and listings automatically. By inputting basic product information, AI can produce detailed, SEO-friendly descriptions that save time and maintain consistency for publishers. When looking at the advertiser side, we noticed that AI is being employed across the whole value chain.

For example, a large sports apparel company is using AI and machine learning to analyze customer data and predict future purchasing behaviors. They use these insights to tailor their marketing efforts more effectively.

A large beverage company utilizes AI-driven analytics and machine learning to analyze social media interactions and customer feedback. This allows them to create more targeted and personalized ad campaigns.

A leading online publisher uses AI to create a dynamic content recommendation engine that adapts to user preferences in real time. They also employ AI to optimize their native advertising, ensuring that ads are more relevant to readers.

At mrge, we use AI to optimize partner program selection as well as using automated bidding to ensure the best traffic is directed to our partners.

The AI market is expected to grow from $184.00 billion in 2024 to $826.7 billion in 2030. We believe a large part of this growth will be driven by the commercial and operational upsides that AI offers.

AI’s Expected Impact: AI is viewed as having high potential in advanced targeting and personalization, content creation, and campaign optimization.

Navigating Google Updates

LdJ: The anticipated Google updates are a major concern for the industry. What specific changes are expected, and how should advertisers and publishers prepare to mitigate potential negative impacts?

FW: In the second quarter of 2024, Google severely penalized performance marketing outside its walled gardens. Content white-label solutions have been effectively eliminated. Content sites have lost one of their key growth drivers (commerce content on their sites) and are now struggling to determine new growth strategies. AI regulation has been tightened to favor the classic Google search, which coincidentally started experimenting with the inclusion of coupon and discount codes. Industry experts believe Google will continue to become more restrictive regarding the types of traffic, specifically:

• Content quality: Emphasis on original, high-quality content over thin, low-quality content.
• EAT (Expertise, Authoritativeness, Trustworthiness): Continued focus on E-A-T criteria, particularly for Your Money or Your Life (YMYL) sites, which include many affiliate marketing websites.
• Page experience: Incorporation of Core Web Vitals into ranking signals, affecting how pages are assessed based on user experience metrics.
• Product review: Enhanced algorithms to evaluate the depth, quality, and authenticity of product reviews, favoring comprehensive, insightful content.

Additionally, past Google changes were focused on English-speaking countries only. We expect that Google will extend its policy to all languages.

Google Updates Impact: Emphasis on high-quality content and strict data protection rules.

Enhancing Transparency​

LdJ: With 94.4% of respondents highlighting the importance of transparency, what measures are being implemented to enhance transparency within the industry, particularly in ad placements and revenue reporting? What steps is mrge taking to improve transparency in Commerce Advertising transactions and reporting?

FW: To improve transparency and efficiency at scale, we have implemented direct integrations with affiliate networks. These integrations allow for seamless data exchange and real-time tracking, ensuring that all parties have immediate access to performance metrics and detailed insights. This level of transparency helps in building trust between advertisers and affiliates, as it provides a clear view of traffic sources, conversion rates, and overall campaign effectiveness.

Our approach also includes maintaining a high level of responsiveness to advertiser requests. We understand that timely and effective communication is crucial for successful campaign management. By prioritizing advertiser needs and swiftly addressing their inquiries, we ensure that their campaigns run smoothly and any issues are resolved promptly. This proactive stance not only improves campaign performance but also fosters long-term partnerships with our clients.

Additionally, we employ proactive click screening through 24metrics, a sophisticated tool designed to detect and prevent fraudulent activities. This tool continuously monitors clicks and conversions, identifying any anomalies or suspicious patterns. By filtering out invalid traffic and ensuring that only genuine clicks are counted, we protect advertisers from fraud and enhance the overall quality of the traffic we deliver. This proactive approach to fraud prevention reinforces our commitment to providing reliable and effective affiliate marketing solutions.

Transparency Importance: 94.4% of respondents consider transparency crucial​.

Investing in Partnerships

LdJ: The report mentions increased investment in partnerships as a key opportunity for revenue growth. Can you elaborate on the types of partnerships that are most effective and provide examples of successful collaborations?

FW: The most relevant partnerships are between advertisers and suitable publishers, including:

• Coupon and deal sites
• Product comparison and review sites
• Buy Now Pay Later sites
• Social media platforms, blogs, forums, and niche content sites

We believe that successful partnerships are based on regular communication, a clear exchange of partnership goals, and a strong alignment between the publisher’s audience and the advertiser’s products.

Partnership Growth: Increased investment in strategic partnerships is seen as a key revenue growth driver.

Capitalizing on Emerging Trends

LdJ: Considering the optimistic outlook for the second half of 2024, what key factors does mrge believe are driving this positive sentiment, and how can advertisers and publishers best capitalize on this anticipated growth? What emerging trends or technologies do you foresee shaping the future of commerce advertising beyond AI and Google updates?

FW: In the second half of the year, several factors drive growth:

Economic stabilization and recovery, characterized by lower inflation and a return to growth, play a significant role. Changing consumer patterns also contribute, with a higher share of spending allocated to essential items like food, electricity, and heating. Additionally, consumers are becoming more cost-conscious, showing a preference for value products, which leads to lower basket values but increased interest in coupons and discounts. The Q4 seasonality, marked by major commercial events such as Black Friday and Christmas, further boosts e-commerce and affiliate marketing.

To capitalize on these trends, businesses should focus on helping consumers mitigate the impact of inflation by providing money-saving opportunities. Planning ahead by forging partnerships with publishers early ensures a strong reach during the crucial Q4 period. Adapting to emerging product trends is essential, as identifying in-demand products based on changing consumer patterns can enhance success.

Moreover, several other trends are shaping the landscape. Video marketing continues to grow in relevance, while AI-driven customer support and interactions are becoming more commonplace, with a shift towards direct messages instead of traditional email or chatbots. There is also a continued trend towards eco-friendly products and conscious travel. Lastly, the upcoming US elections are expected to have a significant impact on e-commerce and overall economic development.

Emerging Trends: Approaches to maximize growth through upper- and mid-funnel activities, such as strategic partnerships, social media engagement, and creating valuable content.

The post AI Boosts Commerce Ad Revenue by 32%: Insights from mrge’s State of Commerce Advertising Report appeared first on AdMonsters.

At Cannes Lions 2024, the conversations were as lively and diverse as the French Riviera itself. Amid the glitz and glamour, we sat down with several leading digital media and advertising figures to get their take on the future. 

From exploring ID-less solutions to leveraging retail media data, the strategies for surviving and thriving in this ever-evolving ecosystem were as varied as they were insightful.

Geoffroy Martin, CEO of Ogury, emphasized the necessity for publishers to pivot towards ID-less solutions and alternative identifiers. “If you own your first-party data and comply with regulations like GDPR and CCPA, you will be able to monetize your data, and that’s what advertisers want,” Martin explained. This proactive stance is crucial as the industry braces for the end of third-party identifiers. 

Meanwhile, Oz Etzioni, CEO of Clinch, highlighted the importance of personalization, automation, and omnichannel strategies, underscoring the need for a holistic approach to integrating CTV into advertising.

Read on to learn what leading industry leaders from Ogury, Clinch, TransUnion, and more had to say.

Publisher Playbook: Winning Strategies from Cannes Lions 2024

Geoffroy Martin, CEO of Ogury

According to Martin (if you haven’t already), publishers should start exploring and implementing ID-less solutions and alternative identifiers in partnership with advertisers and technology partners. This proactive approach will help publishers continue monetizing their content effectively, considering that we will be done with third-party identifiers in the foreseeable future. 

Gathering and maintaining first-party data is, of course, a major focal point.

“If you own your first-party data and comply with regulations like GDPR and CCPA, you will be able to monetize your data, and that’s what advertisers want,” Martin explained. “When Google finally deprecates the cookies, signals from third-party identifiers will disappear. This will be a massive problem for publishers, giving them no options but to continue collaborating with advertisers and technology partners to work with ID-less solutions or alternative ID.”

Oz Etzioni, CEO of Clinch

From Etzioni’s perspective, publishers have a few options for survival. He suggests that publishers integrate personalized technology, optimize content frequency in partnership with buyers, adopt omnichannel strategies, invest in automation and AI, utilize retail media data, and focus on operational efficiency to enhance the effectiveness of CTV and retail media campaigns. 

Overall, publishers need to adopt a holistic approach to integrating CTV into their advertising strategy. 

“We are partnering with publishers to integrate everything into one, let’s call it activation,” Etzioni said. “CTV is becoming another channel. They’re also starting to venture into more formats like display and video on the opening home screen. It’s not just pre-rolls anymore. In terms of frequency management, we are working with publishers by taking the same ad and creating different variations and stories behind it. That way, a user will not see the same annoying ad 25 times. 

Michael Schoen, EVP/GM, Marketing Solutions at TransUnion

Schoen’s advice for publishers focuses on understanding consumer identity, leveraging cloud environments for data collaboration, and partnering with buyers and intermediaries to ensure the effectiveness of targeted marketing strategies. 

We discussed using GenAI to scale creative content and TransUnion’s pivotal role in providing data and measurement solutions for marketers and publishers. Schoen also schooled us on this concept of “Movable Middles,” which focuses on targeting consumers that are neither loyal to one brand nor competitors to drive incremental impact. 

“The concept of the middle is to focus on the middle, don’t target those folks who are really loyal to your brand because they’re already yours,” said Schoen. “Don’t target folks who are really loyal to the competitor either. One shows that investments in building your brand actually pay off in the long term and act like an annuity. If you can take a consumer and shift their brand loyalty, that will pay off long-term, and you don’t need to make this trade-off.” 

Voices from the Croisette: Insights and Anecdotes from Cannes Lions 2024

Lena Arbery, Associate Director Sales Tripadvisor 

“The key lesson from Cannes Lion 2024 is the importance of consistently innovating while staying true to your brand’s core values and putting consumers at the center of your brand. In a crowded market, advertisers must prioritize their end customers, who are the heart and soul of the brand, to effectively target and retarget them through every step of the funnel.”

Paul Wright, Head of International for Uber Advertising

“Anecdotally, we heard that out of a week of highlights at Cannes, Uber Advertising’s late-night pizza giveaway on the Croisette stood out as especially welcome. When our team helped serve them, they were certainly warmly welcomed by the event’s attendees! 

Regarding key topics, the rise of commerce media and commerce networks was undeniably dominant. Prominent brands across verticals, from our platform to airlines to banks, all came to highlight their commerce media offerings. Last year, the focus was perhaps more on pure retail media, but this year’s Cannes showed that commerce media offers distinct advantages. It can effectively steer consumers along their purchase path and empower brands to amplify their message across the upper and lower funnel.”

Simon Sikorski, President, Global Operations of XR Extreme Reach

“A lot of companies are buzzing around sustainability at Cannes, emphasizing the urgency to move faster. The discussion is that advertising has an amazing role in getting the message out and helping consumers make informed choices when opting for sustainable brands and practices. Sustainability is not just a passion but a business advantage. Companies are moving from policies to measurable outcomes. The focus is on reducing storage, optimizing assets, and effectively measuring these efforts. Sustainability has not fallen off the agenda at Cannes.”

Connatix – Mike Caprio, SVP, Americas 

“Cannes is back, with a crowd larger than even pre-pandemic levels. While POSSIBLE this year was impressive and quickly becoming a tent pole event in our industry, the reigning champ remains Cannes Lions International Festival of Creativity. Key themes of the week focused on the premium internet, leveraging data and other signals to enhance brand outcomes. Video and multi-device streaming continue to gain the most momentum, particularly through contextual targeting to expand audiences across CTV and OLV. Many emerging markets are looking to the US for guidance on transitioning from open linear television to streaming. And when it comes to the ongoing debate over generative AI, the industry is striving to find a balance across media, creative, and content sectors. However, a consistent outcome has yet to emerge.”

Peter Crofut, VP Business Development, Wurl

“In general, agencies seem to be pushing advertisers to widen the definition of’ performance‘. I found myself in many conversations with agency leaders both on and offstage, questioning whether we’re too focused on the lower funnel and ignoring the power of brand awareness metrics. Video completion, longer and more emotionally-invested attention agencies are making the case that these upper funnel metrics serve a real purpose and ultimately drive outcomes.”

The post Seen and Heard at Cannes Lions 2024 + Strategies for Survival Amid Change appeared first on AdMonsters.

Developed with insights from industry leaders like Paul Brenner at Vibenomics, the IAB and its partners designed the 2024 Digital Out-of-Home (DOOH) & In-Store Retail Media Playbook to enhance the execution of DOOH and in-store retail media strategies. The playbook serves as a guide for retailers and brands to navigate and implement these media channels effectively. It focuses on practical applications, advanced targeting methods, and leveraging retailer data to optimize shopper engagement and campaign success.

Brenner tapped into Vibenomics’ tailored approach to retail media to shape his insights for the Playbook. As a leader in providing in-store digital advertising technology and services, Vibenomics focuses on aligning with retail media owners’ business models, providing technology and infrastructure that respect ownership and operation dynamics. 

We chatted with Brenner about the roles of retail media, shopper marketing, and category teams in modern merchandising. Our conversation also explored advanced data targeting methods to understand shopper behavior and outline strategies for measuring the success of DOOH and in-store campaigns. Brenner provides insights into leveraging retailer data and in-store technologies to create a cohesive, dynamic shopping environment that bridges traditional merchandising with innovative retail media strategies.

Andrew Byrd: What is the primary focus of the 2024 Digital Out-of-Home (DOOH) & In-Store Retail Media Playbook?

Paul Brenner: At a high level, it’s crucial to understand the distinction between digital out-of-home (DOOH) and in-store media. The IAB faced difficulties because many mistakenly believed that DOOH included in-store media. 

After a thorough discussion, we concluded that DOOH ends at the venue’s entrance. The retailer and brand can achieve the most attributable results inside the venue. This is because in-store media is owned and operated, allowing for more direct control and measurement of impact. 

In contrast, DOOH is a third-party solution that operates independently of the venue’s internal media strategies. This fundamental difference in operation and attribution is why these two types of media are categorized separately and viewed through different lenses.

AB: What role did Vibenommics take in working on the Playbook and what perspective do you bring to the retail media space? 

PB: Vibenomics is designed explicitly for retail media, ensuring that our partnerships with various retail media merchants respect their ownership and operation of the media. We provide the technology and physical infrastructure, aligning our strategy with their business model for venue operations. 

This approach differs from digital out-of-home advertising, where the focus is on investing in signage and seeking foot traffic. Instead, we follow the lead of retail media owners, ensuring our financial models, operational methods, approval processes, and creative control align with their rules of engagement.

As part of Vibenomics, I focus on ad tech and advertising within Mood Media. I leverage my experience working with numerous retail media networks to understand the diverse approaches to building retail media spaces. I bring insights from our current brand partnerships to refine our playbook and advance the industry.

AB: How does the playbook envision using disruptive in-store technology to enhance the shopping experience?

PB: Over the past five years, I’ve observed the evolution of retail media from within the stores, especially on the periphery of the retail media landscape. This shift has seen omnichannel strategies integrate on-site and off-site elements as retail media companies have the freedom to design webpages and leverage data and shopper insights as they see fit. Shopper behavior has predominantly been a digital experience, whether through apps or online interactions. Now, there’s a need to merge this digital experience with the physical world, considering new approaches to privacy and delivering what consumers truly need for better preparation.

The challenge lies in transforming traditional, static signage—like cardboard stands and paper shelf tags—into more cohesive and engaging elements that offer consumers a seamless digital-to-physical experience. Instead of simply navigating around static signs, consumers should encounter dynamic, noticeable, helpful promotions that drive their behavior and enhance their in-store discovery and exploration process.

AB: What roles do retail media, shopper marketing, and category teams play in the context of merchandising within the retail sector?

PB: Retail merchandising professionals must now incorporate insights from Retail Media Networks. This shift means traditional trade deals and merchandising strategies, like shelf placement and promotional value, can no longer be considered in isolation. 

Instead, retail media, shopper marketing, and category planning merge into a single, integrated conversation. Brands increasingly need to allocate more of their budgets to retail media, drawing funds from traditional merchandising investments. This necessitates closer collaboration between teams, a focus we specialize in. 

To create a cohesive strategy, we aim to bridge the gap between traditional merchandising and retail media by controlling the environment, creative aspects, context, and store mobility.

AB: What types of data are emphasized for advanced targeting in the playbook, and how can they be used to understand shopper behavior?

PB: The current playbook focuses on execution, providing insights for brands, retailers, and service providers leveraging retailer data and in-store technologies for maximum shopper benefit. The initial version mainly covered retail media standards with a brief in-store section, reflecting the evolving nature of in-store experiences. 

This playbook now addresses utilizing retailer data and technologies to enhance the shopper experience. It differentiates between online (one-to-one audience) and in-store (one-to-many audience) advertising, highlighting the challenges of demographic variability in stores. 

By analyzing shopper transaction data, retailers can adjust in-store strategies to improve spending and category share, integrating first-party data into the broader shopping experience. For instance, mature retailers can evaluate how creative impacts spending per trip, household, and category share across both digital and in-store environments, aiming to translate online insights into in-store successes.

AB: What methods does the playbook suggest for measuring the success of digital out-of-home and in-store retail media campaigns?

PB: There are two approaches to consider. One is a straightforward control test, which is easier to execute. For instance, we could test a campaign with a major home improvement customer by isolating a test group from a larger control group. We would then analyze pre- and post-campaign effects on shopping behavior using statistically relevant data.

The second approach, announced with Microsoft last year, involves taking a brand’s media plan and extending the control test to in-store activities. This includes examining product listing ads, search strategies, and in-store tactics. We then determine which tactic or combination of tactics drives greater lift or increase.

In essence, we perform both isolated and combined tactic tests. By comparing in-store tactics alone with combined on-site and in-store tactics, we can assess their impact on category share and lift. This dual approach has provided valuable insights into optimizing the integration of online and in-store shopper data.

The post In-Store Retail Media Strategies Reimagined with Paul Brenner From Vibenomics appeared first on AdMonsters.

Soyeong Park was originally born in Seoul Korea, but a significant move to Spain brought her unique and diverse perspective. This experience was a catalyst for her continued curiosity about different cultures and traditions, shaping both her personal and professional life.

Park’s professional path took her from Georgetown University and Northwestern University to a role at Williams-Sonoma, where she honed her expertise in data-driven marketing. Currently, Park works at Sam’s Club Member Access Platform (MAP), where she heads the Measurement, Insights, and Data Strategy (MINDS) team. Park also earned the honor of Data Demistifyer as a 2024 AdMonsters & AdExchanger Top Woman in Media & Ad Tech honoree.

We got to speak about her passion for retail, data, and marketing, how her ad tech journey led to her current role and how the industry has evolved over her career. 

Andrew Byrd: Can you tell me a bit about your upbringing, where you’re from, and how that influenced the person you are today? 

Soyeong Park: Born in Seoul, Korea, my early life was marked by a family move to Spain for my father’s job. I was 11 years old then, and this move presented a unique opportunity to experience a multicultural environment. While in Spain, my family and I maintained our Korean culture and traditions at home. I also attended a local American high school, which allowed me to experience the Spanish way of life.

After high school, I moved to the United States to pursue my undergraduate degree in Business at Georgetown University. Following my undergraduate studies, I attended Northwestern University where I pursued a master’s degree in business Statistics and Data Analytics.

Looking back, it is undeniable that my family’s move to Spain was a transformative chapter in my life. That multicultural experience continues to shape me today both personally and professionally. Living in Spain gave me a global mindset at an early age. I continue to be curious about different traditions and ideas, and I enjoy meeting new people and learning about their cultures and backgrounds. 

AB: How did you start working in the ad tech and digital media industry? Most people seem to stumble upon the industry. Is that your experience? 

SP: My first job in the US was at Williams-Sonoma Headquarters. The company was highly progressive at the time, using data-driven marketing and digital media. I was with Williams-Sonoma for 13 years. This is where I gained a deep understanding of data-driven marketing; this included A/B testing, customer insights, hyper-personalized targeting, measurement and attribution models, digital marketing, customer journeys and loyalty, among others. 

I started at Williams-Sonoma as a data analyst and later led the centralized marketing data and analytics organization, supporting all seven brands by Williams-Sonoma and Pottery Barn. 

When retail media emerged, it was an obvious choice for me to explore. Retail media presents the perfect blend of my three favorite areas – retail, data, and marketing. 

AB: You now work at Sam’s Club Member Access Platform (MAP). Can you share more about your role and responsibilities there? 

SP: For the past two years, I have been leading the Measurement, Insights and Data Strategy (MINDS) team at Sam’s Club MAP – a role I love. This position allows me to apply a diverse range of skills and knowledge that I have gained from my previous roles. These include management consulting at BCG, marketing decision science and customer insights at Williams-Sonoma, and data strategy at Workday. 

At Sam’s Club MAP, I get to build strategic differentiators including our deep first-party members insights and closed-loop measurement which are both made possible by Sam’s Club’s membership model. The combination of member insights and measurement helps our advertisers achieve their business goals. 

AB: With your extensive background in omnichannel retail and digital media, how have you seen the industry evolve over the past decade?

SP: It’s incredible to see the rapid growth and evolution of the retail media industry. Many retail media networks have seen two major evolutions. The first phase of retail media was centered on onsite media and first-party data. The second phase aimed to enhance onsite media capabilities with offsite extensions for broader reach and frequency. Currently, industry leaders, including Sam’s Club MAP, are actively preparing for the next phase by integrating in-store media and developing a truly omnichannel media offering for advertisers.

AB: I’m sure you are a leader and mentor to upcoming ad tech professionals. What leadership lessons have you learned from your experiences throughout your professional career?

SP: Stay curious and never stop learning. This will make your career more enjoyable and exciting. Embrace ambiguity by exploring innovative ideas and creating new rules that work for you!

AB: Any final advice for upcoming ad tech and digital media professionals?

SP: There is so much innovation ahead. It is an exciting time to be in ad tech and media. Immerse yourself in the industry and strive to become an expert in what you are passionate about. 

The post AAPI Heritage Month Spotlight: Soyeong Park’s Journey from Seoul to Ad Tech Leadership appeared first on AdMonsters.