The idea of connecting online commerce media to in-store ad space and being able to understand the impact on each other almost seems like science fiction. Can what happens online really translate to ad inventory in the physical world?
Onsite retail media has been revolutionary in its ability to get brands closer to the point of purchase. But it has also been somewhat limited in execution. Much of onsite retail media has focused on placing ads as sponsored search results.
The main benefit of onsite retail media is that it gets brands very close to the point of purchase in a straightforward way. When a customer is searching for something on a retailer’s website, they’re reliably in purchase mode.
When retail media comes up in discussion, most of us think about retail websites or apps. This is what we now refer to as onsite retail media. Users visit an e-commerce website or platform and advertisers place ads close to the point of purchase.
In the previous blog, we explained that retail media is most commonly ad placements on a retailer’s owned assets—such as their website or app—that take advantage of the retailer’s First-Party Data.
It’s not an exaggeration to suggest that retail media is creating the biggest shift in digital advertising since programmatic became a thing...
Offsite commerce media has several advantages over onsite media in general, not the least of which is inventory availability [...]
It is clear that Commerce Media is in its very early innings and represents a growth opportunity for retailers much larger than anyone might have imagined [...]