Quick, high-impact reads on retail media, Amazon, and digital strategy. Stay sharp with fast insights, tests, and tactical observations.
Closed-Loop Reporting: Retail Media Campaign Follow-Up Read More »
A campaign doesn’t end when the ads go live—it’s just getting started. Closed-Loop Reporting completes the cycle by tying every dollar of ad spend back to actual sales, enabling marketers to measure ROI, refine attribution, and demonstrate true incremental lift. As eMarketer points out, pairing Retail Media with CTV unlocks richer closed-loop measurement for full-funnel […]
Modular PDP Assets: Flexible Retail Media Creatives Read More »
Brands running retail media campaigns need creative that scales.Modular PDP Assets are the answer—flexible visuals and copy components designed for rapid deployment on product detail pages. Instead of crafting custom banners for every SKU, you build once and reuse smartly. Think: swappable elements like logos, CTAs, and 6-second videos, ready to plug into any campaign.
Retailer First-Party ID: Strategies for the Cookieless Era Read More »
As browsers phase out third-party cookies, brands must shift toward Retailer First-Party ID solutions to identify and engage shoppers across channels. These privacy-safe identifiers—collected directly by the retailer—enable personalization without compromising consumer trust. According to Criteo’s Alternative IDs: The Future of Cookieless Advertising, probabilistic and deterministic IDs can help bridge the data gap left by
In-Housing Programmatic: 2025 Retail DSP Guide Read More »
Introduction In-Housing Programmatic is emerging as a game-changer in the world of programmatic advertising. By internalizing programmatic capabilities—both tech and talent—brands can gain more transparency, agility, and ultimately greater ROI. According to eMarketer’s 2025 Ad Tech Trends, programmatic ad spending is projected to exceed $200 billion by 2026, despite mounting privacy challenges. Yet, Basis Technologies
Retail Media Budget Allocation: iGRP vs ROAS Read More »
Introduction Great campaigns fail if the budget is scattered. A clear Retail Media Budget Allocation framework aligns spend with goals, channels and measurement—preventing overspend on low-impact ads and underspend on high-value SKUs. Yet planners often debate which KPI should steer dollars: iGRP (internet Gross Rating Point) for reach or ROAS for efficiency. Here’s how to
Retail Media Advertising Mix: On-Site, Off-Site & In-Store DOOH Read More »
Introduction To succeed in today’s competitive retail landscape, brands must craft a compelling Retail Media Advertising media mix that blends on-site ads, off-site display and in-store DOOH. This integrated approach ensures you reach shoppers at every touchpoint—driving awareness, consideration and conversion in a cohesive way. For a deeper dive into execution models, see my post
SKU-Level Brief: Create Precise Retail Media Campaigns Read More »
Introduction Every winning retail media campaign starts with a SKU-Level Brief, a one-page document that aligns your team on exactly which products you’ll promote, to whom, when and how much you’ll spend. This level of precision prevents wasted budget and ensures each SKU gets the attention it deserves. To revisit the eight pillars that make
Retail Media Networks: 360° Agency Models Read More »
Introduction To excel on marketplace platforms, brands need more than great creatives—they need a 360° agency that can navigate complex Retail Media Networks. Whether you opt for a self-service platform, a full managed service or a hybrid model, each approach has trade-offs in control, cost and speed. As Amazon explains in its Amazon DSP overview,
Retail Media Team: Key Roles for Brand + Retailer Success Read More »
Introduction Every high-performing retail media campaign rests on one thing: the right team. As a Retail Media Expert, you must coordinate brand marketers, merchant specialists and retailer contacts to execute, monitor and optimize ads across marketplaces. Without clear roles and communication processes, even the best strategy can fall flat. As HubSpot shows in “How to
Turning First-Party Data into Retail Media Campaign Ideas Read More »
Introduction Data is the fuel that powers every effective retail media campaign. In a cookieless world, the ability to collect and act on first-party data—information you own, gathered directly from shoppers—has become critical. As Salesforce explains in “First-Party Data: How You Can Succeed in a Cookieless World” first-party data lets you build accurate customer profiles
