Explore a curated collection of best practices, actionable tips, and strategies designed to enhance your digital approach and drive business success.
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
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 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
8 Key Elements of a Retail Media Brief Read More »
Introduction Every successful retail media campaign begins with a single, well‑crafted document: the brief. In marketplace advertising—whether you’re running sponsored products on Amazon or display ads through Carrefour Link—the brief sets the direction for strategy, creative execution and measurement. It ensures every stakeholder—from brand marketers to merchant teams—understands which SKUs to promote, which audiences to
Retail Media Strategy: Why a Solid Brief Is Your Competitive Edge Read More »
Introduction Before talking CPC bids, Sponsored Products, or incremental ROAS, decide where you want to go. A concise, crystal‑clear brief is the ignition switch of any retail media strategy. Whether you advertise on Amazon, Carrefour, or Zalando, formats change—but the principle is immutable: without clear coordinates you risk burning budget on ads that move neither
