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Adtech God’s Post

The Lord of RTB. God of Programmatic Prophecy.

2mo

Retail purchases = Purchase data Is retail media headed for a reckoning in 2025? Watch the video to find out. Don’t forget to follow Marketecture on TikTok, Instagram, and YouTube! Host: Kaitlin O'Brien from Basis Technologies

10 Comments

Transcript

By the time you finish watching this video, Americans will have racked up about 150,000 transactions. Shopping. That is a lot of purchase data for advertisers to feast on. No wonder one in every four ad dollars will go to retail media by 2028. Despite this enormous growth, I think retail media is poised for a reckoning in 2025. But let's get a second opinion. That's like 8 ball. Will retail media go through A reckoning in 2025? OK, so retail media is going to face A reckoning, particularly around our expectations 1. Expectation being that retail media networks address and resolve advertisers concerns, your measurements, standardization and transparency. Advertisers have always wanted to understand the impact of their buy across each media touch point. That's really easy to do in the closed loop ecosystem of our retail media network. As more retail media networks and offsite media enter the mix, advertisers need consistency and interoperability between reporting and measurement outputs. Offset media allows advertisers to reach their audiences in more places, but it also introduces a loss of control over media quality, hence the need for transparency. The second expectation has to do with where will growth come from. A lot of people have looked at non endemic advertisers partaking in retail media network offerings, but I just don't think this is going to be the case. E marketer found that just 11% of retail media networks said that they were looking for a way to partner with non endemic advertisers and brands. So they didn't grow into successful. Retail media network is a demanding investment. It makes sense that they focus on their core customers, retailers, CPG clients. First. There is good news for non endemic and smaller advertisers. Commerce Media is on the move and a lot of these long tail retailers are actually looking to third parties to help make their inventory more accessible and monetizable. Those are some of my thoughts. You agree? Disagree. Is there something I missed? Sound off in the comments.

Adtech God, graphic

The Lord of RTB. God of Programmatic Prophecy.

2mo

Instagram: https://www.instagram.com/marketecturetv?igsh=NTc4MTIwNjQ2YQ== TikTok: https://www.tiktok.com/@marketecturetv?_t=ZT-8sAkuXm4pyN&_r=1 YouTube: https://youtube.com/@marketecturetv?si=NtejKo1Ey0pDjMHl

Raj Chauhan, graphic

Scaling Businesses | Rainmaker | Problem Solver | Team Builder

2mo

Agreed. It’s all about their focus on brand safety, measurement and attribution in 2025. I like these quick snippets Kaitlin and Adtech God! Magic 8 ball don’t lie 😁

Genuin, graphic

2mo

When retail media networks can't fulfill their partner's committed on-site ad dollars and send that revenue off-channel, that data is also lost. Zero-party data solutions are... the solution. And preeeeetty sure we know how to 2x revenue for RMNs and commerce media networks without them having to spend a dime or lift a finger.

Zac Keeney, graphic

VP Client Development - Basis Technologies (formerly Centro). Ad-Tech Leader. Advertising Executive. Passionate Real Estate Investor.

2mo

Love the storytelling Kaitlin O'Brien. That said, I wonder how many retail media networks a brand can effectively work with at one time? And just because a sale is tracked, is the CPM worthwhile? Or could those $$$ be used just as effectively to drive incremental reach and drive sales for the category? Just because a SALE is tracked, doesn't mean it's the best use of the $1

Carter Osborn, graphic

AdTech | Strategic Partnerships

2mo

KILLING it Kaitlin O'Brien!

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