Technically, there's nothing new. Retailers have been monetizing site space, hosting coupons, advertising banners, or promoting for years. What's changing is partnerships with publishers that can scale (more options and inventory), add self-service options, or strengthen existing in-store and online relationships with brand advertisers. And the fact that you're using a retailer's website rather than going to a store with a real shopping cart is more than ever. And of course, with it – all valuable first-party data.
Point Card. credit card. rebate. Purchase ghost mannequin effect history. Brand affinity. Frequency rate. As third-party cookies have collapsed and their authenticity is constantly being questioned and scrutinized, the appeal of targeted closed loops and the past online performance to back them up is very good. And you, my fellow search marketer, you care. A major self-service, easily accessible ad type is a sponsored product unit (of course). advertisement Continue reading below With the goal of diversifying product discovery and increasing visibility, this could be the next channel to ultimately manage. There's nothing else, especially as it complements (or conflicts with) what you're doing on search and social platforms. Some examples of retailer media networks 1.
Target In the spring of 2019, they announced the next brand change and re-launch, Roundel. What is their network? What it offers. The value it brings to the brand, including targeting specific to guests (red cards and circles, app users): Shopping and registry list. Retargeting and programmatic offerings. Roundel is a media group within Target that works with brands to leverage the network and its unique targeting options, campaign planning, and reporting. advertisement Continue reading below This is not a self-service portal, so you will need to work with the Roundel team to get started. Yes, you need to be a brand that sells on the Target Plus Marketplace or an online manufacturer. What is the rise of retailers' media networks? There are still Google Display ads hidden at the bottom of the category and product pages that drive Target.com away