AdExchanger Commerce

Most retailers are long past withholding their shopper data from programmatic tech. They prefer the low-hanging fruit. But was that a good decision?

Wonderful hadn’t done an out-of-home (OOH) marketing push in more than 15 years. That is, until a week ago, when it began a campaign across six major markets to promote its new no-shell pistachio packs.

Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.

Incrementality is a retail media term for attribution. It’s the attempt to measure the actual contribution of advertising to a business’ bottom line. But in a market where everything old is new and everything new has been done a thousand times, it’s important to focus on other kinds of incremental gains.

Unfortunately, we seem stuck with our longtime measurement standards, like the trusty old CPM and ROAS. But for change to happen, it must come from within.

What if the new storefront is a person sitting on their couch and scrolling their phone?

Sales are way up; ROAS is through the roof across search, social and ecommerce. At least, that’s what the ad platforms say.

This week, the AdExchanger Commerce newsletter caught up with Mark Heitke, Best Buy Ads vet and new VP of strategy at Symbiosys, a retail media tech biz with a new take on search advertising.

This week, the AdExchanger Commerce Newsletter catches up with Shopify, which, in the past couple of years, quietly became one of the most important players in online advertising, despite rarely being thought of in the category.

Ibotta’s evolution since it was founded 13 years ago – it went public last week – is emblematic of the industry’s overall transition from third-party data marketplaces to first-party and retail media data.