Retail media networks overall still have a ways to go before they’re able to satisfy several basic buy-side demands, including better measurement, more transparency and some form of standardization.
The ad tech hits keep coming this earnings season. The latest is Criteo, which reported total revenue of $446.9 million in Q3 2022, down from $508.6 million last year, while net profit in Q3 dropped from $24.2 million in 2021 to $6.5 million.
What do Marriott, Lyft and Lowe’s have in common? All three are non-advertising companies that recently launched their own media platforms. Lowe’s rolled out its One Roof Media Network in October 2021; Marriott announced its travel media network in May; Lyft Media launched in August. Both Marriott and Lowe’s use Yahoo’s ad tech to support […]
Commerce and retail media suddenly became an incredible tailwind for online advertising. But anyone banking on retail media networks to power programmatic growth for years to come needs a reality check, writes AdExchanger Senior Editor James Hercher.
Yes, the headwinds are blowing for digital advertising. There’s signal loss, regulatory scrutiny, platform privacy changes and a looming recession, to name a few. But McKinsey Partner Emily Del Greco sees opportunity on the horizon for commerce media and new forms of measurement.
DTC brands are struggling to get by without the Facebook ad engine. Legacy brands are flummoxed by ecommerce. One company that’s hoping to split the difference is RoC Skincare, which spun out of Johnson & Johnson and was acquired by the private equity firm Gryphon in 2018.
There’s a disconnect between those ad buyers in the trenches of online advertising and their own corporate leaders up the C-suite, who are accustomed to determining marketing group budgets based on ROI and other basic advertising KPIs that, frankly, are going haywire right now. One way to deal with that disconnect is to add someone who speaks both languages, as it were.
Two years ago, shortly after the start of the coronavirus pandemic, Nike doubled down on what it refers to as its Consumer Direct Acceleration. Nike wasn’t simply weathering a storm, but taking COVID-19’s worldwide shakeup of consumer buying habits as an opportunity to rethink its business “by expanding our digital advantage, reshaping the marketplace of the future and creating deeper, more direct consumer relationships,” CFO Matthew Friend told investors.
Marriott is one among a platoon of non-advertising companies that have launched programmatic ad platforms lately. Just don’t call Marriott’s new platform a retail media network. “I wouldn’t put us in that category,” said Elizabeth Donovan, global director and head of ad revenue for the Marriott Media Network. “We are a travel media network and I think more like a publisher, too.”
Criteo is still using third-party cookies while it can. Why not? But “if tomorrow we don’t have access to them, then we’ll have to use something else,” said CEO Megan Clarken. What sort of “something else?” Criteo has been testing what it refers to as “more privacy-enabled, controllable and reliable signals.”
