Great points Glenn. It's better to surprise and delight with advertising, rather than bombard people with ads at every turn or place they go. Thanks for sharing.
Senior Media Strategy Leader | $50M+ Portfolio | CTV/OTT & Linear TV Expert | Digital Strategy | Data-Driven Performance Marketing Leader
Great article detailing the risks and rewards for retail media networks as they shift their focus from onsite to offsite advertising. The key driver for this shift is the limited onsite inventory, which raises concerns that increased onsite ads could negatively impact the user experience. In contrast, offsite advertising offers opportunities to bring in new categories, like automotive, and tap into upper-funnel, CTV-based performance campaigns. However, retail media networks have legitimate concerns about offsite ads, including lower margins and a potential reduction in their overall value proposition. While expanding offsite advertising seems inevitable given inventory constraints and advertiser demand, this shift requires a cautious approach from both retail media networks and advertisers. The article highlights the complex tradeoffs involved as retail media networks navigate this evolution.