Retail media networks (RMNs) are changing advertising offering a new way to reach shoppers and measure campaign performance.
For media owners, they promise a powerful new revenue stream, if only they can manage the complexity and scale inherent to these rapidly evolving technologies.
That’s why many RMNs are now partnering with sell-side platforms (SSPs), explained Mike McNeeley, SVP, product, Index Exchange, in this video interview with Beet.TV.
Sell-side enabled retail
“There’s an opportunity for retail media networks to work with a sell-side player, like an exchange, like us, to activate their data at scale in ways that are very controllable for the RMN,” said McNeeley.
Index Exchange offers three different products that let retail media networks activate their data at scale:
- Activating data and working with publishers to create tailored media solutions.
- Enabling RMNs to share their data in a data marketplace, but with the control to see who’s using the segments and where.
- A measurement solution that allows RMNs to share conversions and data about people exposed to retail media ads.
Index Exchange works with partners like LiveRamp to ensure data privacy and security, using secure technologies, clean rooms, and encrypted technologies
CTV’s expanding role
CTV is playing an increasingly important role in RMNs, as it offers addressability and the ability to connect data and close the loop for marketers. This has the potential to unlock higher CPMs for publishers and improve advertising spend return for marketers, particularly for streaming and live environments.
“That has advantages over things like traditional linear TV where we’re sort of guessing and trying to make estimations,” McNeeley said. “We can literally do, ‘Here were the users that were shown an ad, and did they end up converting and buying something in real life or online?’”
Index Exchange envisions a future where RMNs can operate their own retail media businesses, share data with publishers, or act as measurement providers, feeding data into clean rooms to connect ad exposure with in-store sales.
“That’s really the vision that we’re trying to make come alive,” McNeeley added.
You’re watching “Connected Commerce: Reimagining CTV and Driving Ad Innovation, a Beet.TV Leadership Series at IAB ALM, presented by Albertsons Media Collective” For more videos from this series, please visit this page.
