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»Ecommerce

How Retail Media Ad Platforms Are Rewriting The Walled Garden Playbook

American retailers have rushed into the online advertising sales business. But when it comes to the underlying tech, retailers are taking a different approach compared to previous ad platforms. The reasons behind the retail media rush are twofold: Boost their profit margins and retain their age-old in-store shopper marketing budgets. Retailers still want manufacturers to… Continue reading »

by James Hercher // April 27th, 2022 //
»
BuzzFeed Cuts News Staff And Feels Its Own Version Of Facebook Pain

Digital media’s never-ending pivot to video continues thanks to TikTok and the ongoing rise of TV streaming. As audiences shift away from Facebook, BuzzFeed is betting its investments in short-form vertical video for social media platforms like TikTok and long-form video for streaming will yield big returns, CEO Jonah Peretti said during the publisher’s first… Continue reading »

by Anthony Vargas // March 22nd, 2022 //
»
Pinterest Digs Deeper Into Ecommerce With New Product Rollouts

Pinterest isn’t putting a pin in its ecommerce ambitions anytime soon. The social media platform announced the rollout of additional ecommerce-focused offerings at its second-annual Pinterest Presents advertiser summit on Thursday, including a tool to identify trends, ads to monetize idea pins and an API that allows partners to tap into Pinterest’s first-party data. In… Continue reading »

by Anthony Vargas // March 10th, 2022 //
»
Why Amazon Aggregator Thrasio Is Sticking With Ecommerce-Native Experts Over Legacy Vendors

If you’re not in the Amazon business, you might not know Thrasio. But it’s one of the largest, fastest-growing Amazon brand aggregators on the scene. The startup is essentially a holding company that buys and scales non-name-brand ecommerce products that are selling well on Amazon and consolidates them under one roof, in some cases acquiring… Continue reading »

by James Hercher // February 28th, 2022 //
»
Walmart Breaks Out Ad Business Revenue At $2.1 Billion And Details How Ads Power Its Retail Evolution

Walmart went further than it ever has in support of its advertising business when the retail big kahuna reported earnings on Thursday. The company broke out advertising revenue for the first time, with Walmart clearing $2.1 billion worldwide. $500 million of that total was credited as revenue earned as a reduction to an advertiser’s cost… Continue reading »

by James Hercher // February 18th, 2022 //
»
The Future Of Retail Media Platforms Will Split From Walled Gardens, Says IRI’s Pelino

The retail media craze kicked into hyperdrive in the past year. Because of the pandemic, the number of people ordering groceries online for the first time skyrocketed, but the trend was already underway. The rush of retailers into the programmatic platform business meant they tended to follow the playbook laid out by the by the… Continue reading »

by James Hercher // January 12th, 2022 //
»
Retailers Enter This Year’s Holiday Season With Important Open-Ended Marketing Questions

Retailers and big retail brands typically embark on Q4 with their plan firmly in place. Pricing and promotions, inventory deliveries and expected sales are all known factors. Companies test, learn and implement during the first nine months of the year and by the holidays they should be riding on rails. And tech providers oblige. The… Continue reading »

by James Hercher // December 8th, 2021 //
»
The Pandemic Ushered In An Era Of Hybrid Work – And Hybrid Shopping

Many of the shopping behaviors that developed over the past couple of years due to COVID-19 have solidified and appear here to stay. The majority of consumers (56%) say they plan to shop primarily or exclusively online this holiday season, and more than three-quarters say they’ll use in-store pickup services this year as much or… Continue reading »

by Allison Schiff // November 24th, 2021 //
»
How Online Grocery Seller Hungryroot Benefits From Not Launching An Ad Platform

The country’s largest grocers are adapting to new shopping habits with a hybrid model that combines their brick-and-mortar footprint with online advertising platforms. Although Amazon paved the way with its ad platform and 2017 acquisition of Whole Foods, grocery giants, including Kroger and Walmart, are also investing heavily in sponsored search and programmatic. And now… Continue reading »

by James Hercher // September 15th, 2021 //
»
Why Spectrum Brands Is Bringing Its Amazon Advertising Approach To The Web

There is a distinct Amazon approach to advertising, and it’s taking over the rest of retail media. To be successful within the walled garden platform, brands must be sharply focused on search. They also become accustomed to seeing ad costs factored as an incremental part of overall sales. Spectrum Brands honed its advertising approach on… Continue reading »

by James Hercher // September 3rd, 2021 //
»
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