The story: In late August, Yahoo DSP announced new partnerships with Rippl, a co-op of regional grocery chains that includes Wegmans and Giant Eagle, and Planet Fitness’ media network, PF Media. These partnerships give a significant boost to Yahoo’s retail media network, adding approximately 70 million grocery shoppers and 20 million gym-goers to its pool of addressable audiences. This expansion also closely follows Yahoo DSP’s recent collaboration with Kroger, which allows advertisers to leverage Kroger’s purchase data.
Although PF Media is still in its early days, it’s already seen strong engagement across both its digital and in-club channels, drawing in advertisers from a range of industries beyond just health and fitness. Yahoo SVP & Head of Commerce Media, Mike Brunick, highlighted in an AdExchanger article the growing importance of first-party data as privacy regulations tighten. He also predicts that as first-party data becomes more crucial for advertisers, smaller players in RMN categories may start consolidating around shared interests and verticals.
“Bringing that data linkage to an advertiser, and being able to demonstrate the ability to bring that again all the way through to the actual ad itself, is a very powerful proposition,” Brunick said. “And I think the more addressable channels will continue to see growth because of that.”
The takeaway: This expansion spotlights the growing importance of first-party data in the face of stricter privacy regulations, making access to unique and rich data crucial for effective targeting. Yahoo DSP’s partnerships with Rippl and PF Media illustrate the growing trend where non-traditional RMNs are leveraging their unique audience data to offer advertisers enhanced addressability. Brands should explore opportunities within these emerging commerce media networks, especially those that can provide high-quality first-party data.
PUBLISHED: Kevel Blog “Why Bringing Your Retail Media In-House Is The Best Solution After PromoteIQ’s Shutdown”
It’s official: Microsoft is officially sunsetting PromoteIQ’s onsite offering, marking a significant shift in the retail media landscape. While this shutdown will significant impact its users for a time, it opens the door for retailers to rethink their retail media strategies.
Check out the full blog here.
AWARDS: Kevel Named Finalist For 2024 Digiday & AdExchanger Awards
Kevel is thrilled to be recognized as a finalist for both the AdExchanger “Best Commerce Media Technology” award, where we placed in the Top 5, and Digiday’s “Best E-Commerce Technology” award. As Digiday noted:
“This year’s shortlist consists of companies prioritizing data privacy and compliance, collaborating for growth and innovation, utilizing AI to enhance marketing efforts, and adopting omnichannel strategies in programmatic advertising.”
View the complete list of Digiday Awards finalists here and AdExchanger Awards finalists here.
WATCH → This episode of The ADOTAT Show cracks open the complex world of ad tech with Judy Shapiro. From cookies, privacy concerns, and the shady practices of some agencies to the ad tech industry’s obsession with scale and surveillance, this episode has it all.
READ → Publishers are turning to community engagement and diversified revenue strategies to thrive in the changing digital media industry. This Q&A with OpenWeb’s CSO Max Weiss explores this and more.
LISTEN → This episode of The AdTechGod Pod sits down with Stacy Bohrer, the VP of Buyer Development at OpenX. Learn all about her 15 years of expertise at Crisp, iHeart, Kinetic Social, and most notably, The Trade Desk. (Listening time: 26:58).
