Retail Media Networks

Now that on-demand delivery service Gopuff has an ad platform business, it’s become an unlikely springboard to help creators promote and distribute their brand ventures.

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.

Advertisers in the U.S. are missing out on 46% of their addressable mobile audience. And desktop doesn’t fall behind. 40% of the audience is currently not reachable if you rely on IDs. Instead of opting for solutions that only get you halfway to your goals, keep three main points in mind: scale, accurate targeting and sustainability, writes Aaron McKee, CTO at Blis.

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.

DoubleVerify’s Q2 revenue grew 43% year-over-year to $109.8 million. CEO Mark Zagorski says the company’s growth is due to both its revenue diversification into new types of advertising and its market position in the verification space, both of which make DoubleVerify “largely agnostic to shifts in ad spend and CPM volatility.”

General Mills is going deep on its first-party data strategy. Heather Conneran, director of brand experience platforms, shares the CGP marketer’s lessons learned from its time in the digital transformation trenches.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Through The Tube Nielsen has another horse in the measurement race, and this one’s name is Good Ol’ YouTube. Nielsen’s new Four-Screen Ad Deduplication product allows media buyers to compare their reach on YouTube across desktop, mobile, CTV and their linear audiences to reduce […]

Retail media networks are coming out of the woodwork. And it may feel like everyone’s got one. But it’s time to stop using RMN as an umbrella term. The details matter, says Patrick Miller, co-president of commerce at Ascential, on this week’s episode.

Marketing typically depends on the thoughtful and strategic allocation of limited financial resources. Creative matters, but putting money behind the channels that will truly drive growth is the key to success, writes Cory Davis, VP of media and madtech at Infutor – which is why marketers will have to continue testing, learning and adjusting to new channels as they grow their businesses.

Retail media is the hottest thing in online advertising and one of the most important categories for the future of programmatic growth. And the most important thing about retail media 2.0, a catchall for retailers using first-party data to target and monetize their audiences, is that the real value doesn’t come from the inventory or even who’s making the buy. It’s all about the data.