LiveRamp’s Post

Retail media is becoming the hottest topic in Ad Tech. 🔥📱 Not familiar? Check out the first blog in our retail media series to get acquainted. 👀 #adtech #nativeadvertising #programmaticadvertising #retailmedia #offsiteadvertising https://hubs.li/Q02bxz380

There are some great insights here about bringing new standards of accountability and standards to retail media. "But it’s the opportunity to hammer out incrementality in retail media that’s going to make a positive difference for RMNs, agencies and brands, added Megan Pagliuca, OMG’s chief activation officer. " “Video has a significant impact in driving sales when you’re looking at it on an incrementality basis, but if you look at [just] the last click, it doesn’t drive sales,” she explained. “This is a huge opportunity in the intersection of retail media data and video or CTV, that we can drive for marketers if we have that measurement. And that will help to unlock the potential — as well as drive significant sales for our clients.” Always on point, Megan Pagliuca. #incrementality #retailmedia #videocommerce https://lnkd.in/gSBR_6un

Retail Media is one of the fastest growing segments in adtech today. Learn more about the ecosystem and why we are seeing these major shifts in our latest blog post! #retailmedia #retail #adtech

"A recent Merkle study found that in-store media is now the No. 2 area of #retailmedia investment and a top focus of 33% of retailers—up from just 9% in 2022. As this happens, physical stores will begin to emerge as the “new TV”—a mass-reach advertising vehicle ideal for national brands." As the potential for reach via retail media continues to grow, what's your strategy for in-store advertising? 🤔 Loop® helps advertisers reach customers in public venues and broadcasts your messaging in spaces where those customers can't skip or change the channel. With great ads, advertisers can reach a captive audience with demonstrated intent, all at the point of purchase. Read the full piece "Physical Retail is the new TV" from ADWEEK here: https://lnkd.in/gSqBVFUY #advertising #digitaladvertising

With the opportunity to leverage retail media activations onto CTV inventory, advertisers can extend the reach of retailer first-party shopper data to get in front of people on the largest screen in the house. In doing so, a retail media buyer is able to measure the shopper from awareness to conversion, from viewer to consumer, by connecting addressable signals back to activity on retailer properties, thus closing the loop to measure the impact of a brands CTV ads. #retailmedia #ctv #closedloop

Busy week of prognostications and reflections as we race into 2024. Thanks to The Current from The Trade Desk, for including me in this year's predictions: https://lnkd.in/eQJT36bA “Programmatic platforms and digital publishers will unify email-based user IDs with household IDs, bridging the gap between individualized digital targeting and household-focused TV advertising. CTV has blurred the line between individual and household identity, with logged-in emails more often representing households than individuals. The long-awaited convergence of user-based and household identity will arrive in 2024 just in time to not only enhance the addressability of TV but also solve the over-frequency issues currently afflicting the CTV ad ecosystem.”

#AdTech News: Advertisers can now target Kroger audiences through Yahoo's DSP - this is the first RMN deal for the Yahoo Advertising tech platform since it launched its retail/commerce media team in January. This is KPM's second DSP partnership since last Fall and is part of Yahoo's focus on the RMN market. With the US RMN market projected to top $64 billion this year, we can expect more deals between retailers and media platforms. #AdTech #RMN #PaidMedia https://lnkd.in/gZAkSBEt

Data enrichment can help you better understand media consumption behaviors as well as how your core customers like to engage with advertisements

If you missed my article about the digital video supply chain the first time around, check it out on MarTech360! #advertising #adfraud #VAB #digitaladvertising