What First-Party Data Audience Segments Can Commerce Media Networks Offer Directly?

Commerce medium networks depending on uh who they are and how Progressive they are in terms of making data available at the very least offer audiences relevant to the products it may be people who purchased your product or people who purchased similar products or at least products from that same category so that’s kind of how gen lead has been done uh but but you can get more precise and grind learn certainly some retailers are starting to you know get much more Progressive with that so for example you may do negative uh audiences like I want people who have not bought this product or you know uh and so on so forth you can get more granular where it’s not just a cohort of people but what a dispers purchase in the past and so on so forth there’s also an issue of recency right um you know did did I search for this product in the last few days or weeks or did I just buy it sometime maybe in the last year so so there’s a lot of nuances and precision with which the the brand can uh the retailer can provide the data I think there’s becoming a level of comfort about doing so because I think retailers were initially very concerned about running a file of of privacy you know uh rules and so on actually privacy rules have served to make it very clear so prior to the privacy rules it wasn’t clear if you were violating the law or you could get into trouble with it but now that they become clear the idea of consent is quite clear and I think retailers are getting better and better at you know increasing the amount of consent and data they have whether this through Loyalty cards or permissions that a consumer gives to them and so that makes the data cleaner more privacy compliant and and larger in scale [Music]