Retail Media Networks: It's Not Just Amazon Anymore

Hey there, Trackier Community!

For a while, when we talked about retail media, Amazon was the dominant force.

But things are changing – and fast.

Major retailers are building their own advertising networks, creating a whole new playing field for performance and affiliate marketers.

In this week's Trackier Brief, we'll talk about what this means for you.

A New Era of Retail Advertising:

Retail media networks are essentially advertising platforms built by retailers, leveraging their wealth of first-party customer data.

This data, gathered from in-store and online purchases, browsing history, and loyalty programs, offers incredibly valuable insights into consumer behavior.

Think Walmart Connect, Target Circle 360, Instacart Ads – these are just a few examples of retailers jumping into the advertising game.

What This Means for Performance Marketers and Affiliates:

This shift presents some exciting new opportunities:

• Targeted Reach:

Retail media networks offer access to highly engaged audiences with demonstrated purchase intent.

This means you can reach customers who are actively looking for products similar to what you’re offering.

• Closed-Loop Measurement:

Because these networks have access to purchase data, they offer the potential for true closed-loop measurement.

You can see the direct impact of your ads on sales, providing a much clearer picture of ROI than traditional advertising methods.

• First-Party Data Advantage:

With the decline of third-party cookies, first-party data is more valuable than ever.

Retail media networks are built on this data, giving advertisers a significant advantage in targeting and personalization.

The Challenges of a Fragmented Landscape:

While the opportunities are substantial, managing multiple retail media campaigns can be tricky:

• Data Silos:

Each retail media network operates independently, creating data silos.

This makes it difficult to get a holistic view of campaign performance across different platforms.

• Varying Metrics and Reporting:

Different networks use different metrics and reporting formats, making it challenging to compare performance and optimize campaigns effectively.

• Attribution Complexity:

Determining which touchpoints contributed to a sale becomes more complex when dealing with multiple retail media networks.

Key Considerations for Success:

To make the most of this evolving landscape, here are a few things to keep in mind:

• First-Party Data Strategy:

Develop a strong first-party data strategy to complement the data available through retail media networks.

This will allow you to create even more targeted and personalized campaigns.

• Data Clean Rooms:

Consider using data clean rooms to securely share and analyze data across different retail media networks while protecting user privacy.

This allows for better collaboration and more comprehensive insights.

• Attribution Modeling:

Implement robust attribution models to understand how different channels and touchpoints contribute to conversions within the retail environment.

How Trackier Can Help:

Managing multiple retail media campaigns can quickly become overwhelming.

Trackier provides a centralized platform to help you track, analyze, and optimize your performance across various channels, including these emerging retail media networks.

By offering a unified view of your campaign data, Trackier simplifies reporting, improves attribution accuracy, and helps you make informed decisions to improve your marketing outcomes.

It helps you keep all your data in one place for easier analysis and reporting, which is really handy when you’re working with lots of different platforms.

Until next time, happy marketing!