IAB Europe, the leading European industry association for the digital advertising and marketing ecosystem, has released the first edition of its Pan-European Retailer Digital Advertising Capability Map. The first of its kind, this map showcases the digital advertising capabilities of European retailers in the grocery, beauty, fashion, marketplace, home, and DIY categories. It was created by an industry association.
Digital Advertising Investment in Europe
By 2027, digital advertising investment in Europe by Retail Media is projected to reach €25 billion (£21.4 billion). It’s well-known that Retail Media is revolutionizing the digital advertising landscape by giving companies new ways to connect with customers and leverage first-party data. With Retail Media Networks (RMNs) continuing to grow in popularity, it is more important than ever for brands to be able to assess their investment opportunities accurately. Thus, to anticipate this need, IAB Europe created the Retailer Capability Map.
What is the Pan-European Retailer Digital Advertising Capability Map?
With detailed information about the in-store, off-site, and on-site opportunities provided by European retailers, this map is an invaluable tool for media buyers. Crucial details about the various targeting and measurement options are also provided. The aim is to furnish media purchasers with the necessary data to conduct comparative analyses of retailer offerings throughout Europe.
With tens of local and regional retailers collaborating with various ad tech solution providers, Europe is by far the most fragmented region globally. Using a common set of criteria to assess on-site, off-site, and in-store offerings, measurement capabilities, and partnerships across various verticals, the map is a vital tool that aids all entities involved in retail media in navigating this complex ecosystem.
Retail Media Resources from IAB Europe
The Map represents a critical turning point in IAB Europe’s plan to standardize and educate more about Europe’s retail media environment. A Retail Media Advertising Product Matrix, A 101 Guide to Retail Media, Retail Media Definitions, and A Retail Media Glossary are additional tools to promote knowledge of and investment in retail media.
Here’s what they said
Maurits Priem, VP of Monetization Europe & Indonesia, Ahold Delhaize said,
At Ahold Delhaize we are surfing The Third Wave together with our advertisers, aiming to raise the bar in advertising. As a front runner in omnichannel retail media we support the role of IAB Europe when it comes to professionalising our industry step by step. We welcome this first version of the Retailer Capability Map as a valuable next step and relevant tool for media buyers.
Laura Badea, Global Digital Commerce Partner, Wavemaker stated,
The Pan-European Retailer Capability Map is a foundational piece of work, developed by IAB Europe as part of their commitment to drive a unified vision and standards to underpin the fast growth of retail media space. It comes at a critical moment in the shaping of retail media as a key element in the strategic channel mix in Europe.
The world leader in advertising technology, The Trade Desk, and North America’s top grocery technology company, Instacart, have announced a fresh collaboration. Through this collaboration, a limited number of CPG marketers will be able to leverage the strength of retail media in their programmatic campaigns. The alliance also hopes to increase the data-drivenness of CPG advertisers’ media buys on The Trade Desk. Based on customer activity and product purchase data from Instacart, it will allow them to connect with audiences that are interested in making a purchase.
Media buys for CPG advertising
GroupM and Beam Suntory are going to be pilot partners. With The Trade Desk, they will soon be able to develop and engage Instacart’s knowledgeable audiences for omnichannel advertising purchases. This data-driven strategy enables CPG brand partners to expand their reach outside of Instacart’s platform. Additionally, companies may reach highly motivated customers through The Trade Desk’s CTV and display channels before they even buy groceries.
Audience segmentation benefiting CPG marketers
Brands on The Trade Desk will have access to category-based purchase data from Instacart. They will be able to create more expansive, highly targeted audiences as a result, reflecting the purchasing habits of customers across the more than 1,400 retail banners that make up Instacart’s Marketplace in North America. Through the relationship, pilot brand partners can create audience segments based on categories. This can be achieved by layering their programmatic advertisements in The Trade Desk with exclusive Instacart data.
- Bought their category but not their brands
- Bought their brand
- Lapsed brand purchase
- Audiences who have never purchased their brand
Instacart – The Trade Desk Partnership
More than 5,500 brand partners on and off Instacart receive value from Instacart, which is dedicated to fostering growth and providing value. With the Trade Desk relationship, Instacart is demonstrating its ongoing commitment to supporting marketers’ off-platform solutions. To assist CPG clients in gauging the effect of streaming TV advertisements on e-commerce platforms, Instacart introduced the first set of off-platform measurement capabilities in April in partnership with a top manufacturer of CTV devices.
Here’s what they said
Ali Miller, VP of Ad Product at Instacart said,
Brands continue to tell us that they are looking for performant, data-driven solutions to maximize their return on investment. Instacart is attractive to marketers who want to drive results by reaching high-intent consumers, on a platform enhanced by our depth of consumer behavioral data and highly measurable outcomes. Now, we can help brands expand their reach to audiences off our Marketplace via our partnership with The Trade Desk. It’s critical for brands to reach consumers at scale, and ultimately drive purchase – and we’re excited to provide new solutions to help achieve those goals.
Ben Sylvan, Vice President, Data Partnerships, The Trade Desk added,
Instacart brings a wealth of valuable life stage and verified purchase data to our platform for CPG advertisers. Instacart-informed audiences will help The Trade Desk advertisers be a lot smarter with their media buying across the open internet, enabling them to reach their most valuable buyers. We’re excited to see how these advertisers can come up with new, innovative campaigns, especially on connected TV.
Brittney Duncan, Sr. Director NA Media & Digital Marketing, at Beam Suntory stated,
As a world leader in premium spirits, Beam Suntory is driving growth through quality craftsmanship, consumer connections and entrepreneurial spirit. Retail media is an important channel in our portfolio marketing mix and Instacart Ads continue to drive performance for our brands. Instacart’s new partnership with The Trade Desk provides an opportunity for us to scale our retail media efforts across our programmatic campaigns, and inspire even more like-minded customers to enjoy our premium spirits.
Lauren Lavin, Executive Director, Commerce, GroupM Nexus North America commented,
Over the last few years, retail media has emerged as a highly valuable lever for us to connect our clients with high-intent consumers directly at the point of purchase. GroupM continues to secure first-to-market opportunities, like Instacart’s new pilot partnership with The Trade Desk, so our CPG clients’ investments can work smarter across the complex media landscape we know today.
To improve its retail media offering, LiveRamp, the top data collaboration platform, announced an alliance with Co-op, one of the biggest consumer cooperatives in the United Kingdom. The collaboration will increase member and brand relevance. Moreover, it will make use of its extensive first-party member data to raise the level of complexity in paid digital advertising targeting. Additionally, more targeted advertising across its grocery insurance and fast-food delivery companies will benefit members. Therefore, by concentrating their advertising expenditure on customers who are more likely to interact with them, firms employing Co-op retail media would be able to reduce their media waste.
LiveRamp – Co-op partnership for advanced retail media advertising
The member-owned company will be in a better position to support its assortment of suppliers by giving them more chances to connect with Co-op shoppers who are interested in their brands through off-site retail media channels. As the second-most frequented grocery chain in the nation, Co-op has more than 2,400 convenience stores across the U.K. It is a fast-growing e-commerce operation and has a devoted following of customers. These suppliers will benefit from a decrease in media waste. Demand for retail media opportunities is increasing due to a multitude of issues, including the impending cookie apocalypse in 2023. The appeal of first-party data held by supermarkets, such as EPoS and loyalty data, which enables advertisers to be more targeted in their marketing activities, is likely to phase out third-party cookies in Google Chrome.
The Co-op’s recent retail media overhaul
The Co-op collaborated with 450 businesses and nearly 2,000 campaigns in 2022. Additionally, the company redesigned its membership program in April and claimed to save customers up to £300 annually using the program. Since then, weekly sign-ups have tripled, and it now has more than 4.8 million active users. Several companies, including Walmart, Carrefour, Danone, Kimberly-Clark, and Boots are among LiveRamp’s clients in the supermarket industry. The core of Co-op’s retail media offering will be rich first-party datasets, providing enormous opportunities for companies to spur growth and increase the effectiveness of their advertising expenditures. The retailer’s first priority is protecting the interests of Co-op members while exercising due diligence in data ethics and data privacy. LiveRamp’s data collaboration platform allows for privacy-conscious data sharing without revealing any personally identifiable information.
Here’s what they said
Kenyatte Nelson, chief membership & customer officer at Co-op, said,
At Co-op, we’re investing in our retail media business to ensure we’re connecting our members to the missions and categories they engage with and for our partner brands to have the insight they need to succeed in the omnichannel customer journey. With LiveRamp, we can manage everything in our own media sales house with easy activations and this new partnership will enable brands to deliver the best customer experience to Co-op members and customers, resulting in better campaign success.
Hugh Stevens, MD UK at LiveRamp added,
Co-op is a well-established and diverse business with massive potential to unlock in its first-party data. We’re delighted to be partnering with them as the business expands its retail media with privacy-focused data collaboration that everyone in the Co-op ecosystem will benefit from, helping brands to better understand their customers’ needs, market to them more effectively and truly understand the efficacy of their investment.
Havas Group and SaaS company Mirakl have announced a global agreement in order to boost its retail and e-commerce media. Through platform innovation, Mirakl, a pioneering and top SaaS solution, helps organizations turn into digital enterprises. One of the biggest international communication networks in the world is Havas. Through the cooperation, clients of Havas Group will be able to use Mirakl’s services to market their goods on marketplaces run by Mirakl. Additionally, it presents the SaaS platform as a valuable ally in helping Havas customers establish and expand their marketplace.
Utilizing Mirakl’s distinctive AI-powered advertising technology tailored for marketplaces and e-commerce, the partnership will produce the most potent standalone retail media network for brands and merchants. Additionally, it will make use of the partnerships and clients of both organizations. With this collaborative offering, Mirakl will enable companies and brands to use its software to manage their dropship and third-party marketplace operations.
Building a retail media network
Retail media, according to Mirakl, enables businesses to make money off 97% of website visitors who don’t make purchases. By 2027, it will have opened up a brand-new market with a potential worth of over $160 billion worldwide. Retail media are advertisements displayed on both physical and digital platforms at the point of sale or at the point of preference between two brands. The international cooperation equips Mirakl and Havas clients with the resources they need to capitalize on retail media opportunities and seize this highly lucrative potential. It combines Havas Market, a full-service e-commerce platform, with the prestigious technology suite of solutions from Mirakl.
Retailers will be able to effortlessly monetize their consumers thanks to the new platform, which is brand-neutral. Without exposing their data, it will enable marketers to maximize the money they spend on digital advertising on e-commerce platforms. More than 400 businesses worldwide will have a choice of Mirakl Ads in all formats thanks to the new solution’s direct integration into the Mirakl suite. This will contain sponsored search banners that have been created to give users interesting, improved experiences.
Customers turn to digital
Through Mirakl Connect, Havas Market-sponsored brands will have direct, seamless access to the 400+ Mirakl markets. The tools and adaptable onboarding solutions created by Mirakl Connect will make it simple for these firms to manage and advance their e-commerce strategy across a number of Mirakl-powered marketplaces. Through a combined offer, Mirakl will be Havas’ preferred partner in assisting with the creation and expansion of marketplaces across its network of clients.
Retailers will be able to monetize their audiences with Mirakl Ads, the ad solution in the Mirakl suite. Furthermore, brands will be able to maximize their digital expenditures on e-commerce websites. The only marketplace-ready ad solution that is specifically designed for e-commerce is Mirakl Ads. With 200+ clients, it combines distinctive AI-powered technology with a strong global network of completely integrated buyers and sellers. It accounts for roughly 1.3 billion monthly visitors.
Here’s what they said
Yannick Bolloré, Chairman and CEO of Havas shared,
With Havas Market we’re committed to taking a holistic, customer-centric view of our clients’ businesses to find the best solutions to create meaningful shopping experiences for consumers and drive incremental revenue for brands across all sales channels. Enabling our clients’ retail transformation requires partnering with the leading providers in the industry, and with Mirakl we’re building a truly synergistic offering that will deliver growth for both our clients and our organizations.
Philippe Corrot, co-CEO & cofounder of Mirakl added,
B2B and B2C companies have no other choice but to further digitize their activities. Platform models such as marketplaces and dropship as well as Retail Media are among the strongest levers to generate new sources of growth and profitability. By joining forces with Havas, we will together accelerate the adoption of the platform models at a global scale for the benefits of Consumers, Operators and Third-party sellers. The strength of the network and the expertise of Havas and Mirakl combined will create a global leader in Retail Media extending the value creation for our common customers.
Criteo, the commerce media firm has made its self-service demand-side platform (DSP) Commerce Max, generally available. Brands and agencies will now have a single point of access to retail media inventory both on-site and across premium publishers off-site. Criteo is extending its array of retailer monetization solutions in addition to Commerce Max. Retailers will have the ability to meet previously unmet demand thanks to it. It will also open the door to an amalgamation of online and offline monetization strategies.
The world of retail media
Advertisers wishing to interact with consumers and learn more about their purchasing habits have a lot to gain from the rapidly expanding field of retail media. But with so many shops entering the retail media sector in recent years, the industry has grown unstable. However, it has been incredibly effective for merchants trying to expand their existing revenue streams. It has also benefited companies and organizations trying to actively engage customers in the purchasing process. Retailers, brands, and agencies have not, however, been able to fully utilize retail media due to fragmentation in the market.
Creating scalable commerce
With Commerce Max DSP, Criteo was a pioneer in introducing digital measuring standards to retail media. Additionally, it enables marketers and agencies to track invalid visitors to merchant websites in all ad formats. This is thanks to its connection with Integral Ad Science. By 2024, they will also contain sponsored and native products. In 2022, GroupM and Best Buy, a retailer of consumer electronics, launched a marketing test with the DSP. Over the course of time, Commerce Max signed up 10 shops, including Shipt, Macy’s, and Best Buy.
When running both onsite and offshore advertising through the platform, retailers who have finished campaigns have seen conversion rates increase by an average of more than double. Brands and agencies from all over the world can obtain data and inventory from various retailers and marketplaces using Commerce Max DSP. They can use it to expand these audiences offsite and locate relevant audiences on these sites. Closed loop measurement serves as the foundation for this platform. It enables advertisers to rapidly and effectively assess the success of campaigns and optimize them accordingly.
Unifying Retailers’ Approaches
The merchant monetization solution suite is the second element that Criteo has released. It is the next stage in the advancement of Commerce Yield, Criteo’s primary monetization technology. Along with giving retailers and marketplaces access to a full suite of media capabilities, it will also benefit businesses like automakers, theaters, transportation providers, airlines, and more. In order to create Commerce Yield, Criteo combined its existing Retail Media Platform with a number of products acquired through recent strategic acquisitions. They consist of
- Commerce Yield Marketplace: It will assist monetization officers in integrating marketplace methods and formats thanks to Criteo’s strategic acquisition of Mabaya.
- Commerce Yield In-Store: By combining their in-store monetization technologies, Brandcrush and Criteo, advertisers now have access to a greater variety of offline inventory.
- Commerce Yield Insights: Previously known as Gradient, the package of insight and analytics solutions offers digital-off-the-shelf data to assist with enterprise-level retail media buys.
Here’s what they said
Megan Clarken, CEO at Criteo, said the company’s emphasis is to enable all commerce-driven firms to buy and sell to audiences engaged in shopping. She further added,
The process has to be frictionless, and it has to solve for fragmentation. With today’s launch, we’re equipping our clients with the right tools to cut through and connect in a more unified retail media ecosystem that ultimately creates more unity across the broader advertising marketplace. Our focus is enabling all commerce-driven companies to buy and sell audiences engaged in shopping. The process has to be frictionless, and it has to solve for fragmentation. With today’s launch, we’re equipping our clients with the right tools to cut through and connect in a more unified retail media ecosystem that ultimately creates more unity across the broader advertising marketplace.
Billy Dyer, Club Team Shopper Marketing Lead at Unilever following another successful test with GroupM and Unilever in which the brand’s conversion rate rose by over 400% praised Criteo saying,
Through Criteo we now have one point of entry to a pivotal retail media network, all within a single platform – Commerce Max – that applies the same KPIs to retail media as those we use for our programmatic buys. Combining onsite and offsite targeting enables us to focus media spend across a broader part of the shopper funnel while finding the most suitable audiences wherever they are.
Mark Heitke, Director of Ad Products and Audience Strategy at Best Buy Ads commented,
We’re excited to be at the forefront of the rollout of the Commerce Max platform, starting with its initial testing phase and now its general availability. The platform offers a variety of onsite and offsite capabilities, giving our brand partners even more options to reach our audiences in meaningful ways.
With the release of its ground-breaking retail media targeting solution, Vistar Media, the top worldwide provider of programmatic technology for digital out-of-home (DOOH), is poised to completely transform the advertising environment. Vistar is launching Retail Inventory Packages to give marketers access to bundled, retail-specific DOOH inventory. Additionally, it will use a single deal ID to offer highly targeted marketing efforts at scale across big shops.
Vistar’s Retail Inventory Packages
These creative packages are made up of a variety of on-site displays found both inside and outside retail spaces. It will ensure that marketers interact with customers when they arrive at the store, browse, as well as at the precise moment of purchase. For optimum quality exposure, impact, and accuracy for brands, Vistar has worked extensively with its media owner clients to check each DOOH screen is indeed on-premise at the specified locations.
The packages provide access to well-known stores including Walmart, Walgreens, Whole Foods, Kroger, Shop Rite, CVS, and Albertsons for customers using Vistar’s DSP (demand side platform) or any of its omnichannel DSP partners.
Achieving Omnichannel Marketing Success
Gaining access to expertly curated inventory packages that would otherwise be challenging to target at scale within, outside, and adjacent to big box retailers
Connect to more than 25,000 DOOH screens in the US’s top shops.
Hyper contextual messaging
Advertisers can do this to increase relevancy both inside and outside of a retail footprint.
Specific Location Targeting
By focusing on inventory at key stores, you may achieve exact location targeting and increase relevance at the moment of purchase.
Inventory from dependable retail partners provides businesses confidence that their advertisements will appear on premium, brand-safe screens in locations where goods are sold
Consumer packaged goods (CPG), personal care, and financial services marketers can all benefit from Vistar’s retail inventory packages. It is ideal for those wishing to carry out co-branding and shopper marketing strategies. It includes on-premise marketing campaigns, targeted promotional initiatives, and more. For instance, a beauty brand wants to advertise its limited-edition holiday gift set. It can deliberately target screens within a retailer’s locations around the country sold exclusively at that store. With this, the brand can ensure their holiday product receives the most exposure among nearby and on-premise customers,
Here’s what they said
Lucy Markowitz, SVP of U.S. Demand at Vistar Media said,
The ability to present actionable messaging at and around the point-of-sale, in high-value and precise retail locations, is increasingly becoming a necessary component in driving consumers from consideration to purchase. This new tool provides marketers with the ability to meet consumers where the majority of transactions still take place – in-store – with thoughtful, action-driven messaging in the real world, at the moments it matters most.
Criteo has acquired Brandcrush, an Australia-based company whose platform enables the buying and selling of omnichannel retail media, including offline media channels.
The acquisition allows retailers to manage their entire media inventory across both e-commerce and physical retail. It also enables brands and agencies to easily discover and purchase omnichannel media from leading retailers. The Australian ad startup provides a 360° media asset management and activation, ranging from in-store activations such as digital screens, point-of-sale displays, and sampling to out-of-store activations like inbox sampling and inserts, and online activations such as digital circulars, email, and social media. With Criteo’s media solutions, including sponsorships, on-site display, and off-site ads, advertisers can now scale their campaigns across the entire omnichannel retail media landscape.
With the new partnership, brands will have the convenience of a single sign-on to oversee and assess both their online campaigns through Criteo and in-store activations through Brandcrush. Criteo’s recent acquisition has allowed the company to increase its presence and improve its capabilities in the fast-growing Asia-Pacific retail media market.
Interesting Read: How Will Partnership With Criteo Benefit Flipkart’s AdTech Business?
The retail media industry offers a significant revenue opportunity for retailers but outdated methods such as emails and spreadsheets are still in use for managing media inventory and purchasing. Retailers can now use Brandcrush’s specialized solution to streamline the management of media orders, inventory, and suppliers across all media channels. This enables retailers to increase revenue by allowing self-service discovery and booking of shopper media without adding overhead costs.
As reported by Adexchanger, Criteo and Brandcrush have collaborated on some pitches, and although marketing efforts like free samples and in-store displays are not purchased in CPMs, they can still be measured. Brandcrush uses control groups to attribute incremental new sales, and Criteo is increasingly crediting itself for driving online advertising to in-store activity. Although programmatic campaigns and in-store marketing cannot be purchased in the same way, they can still be measured together. In-store activations with brands and retailers are continuously evolving.
Sherry Smith, General Manager of Global Enterprise at Criteo said,
As marketers continue to invest in retail media, offline is emerging as the new frontier – and brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way.
Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems.
Teresa Aprile, Co-Founder, and CEO at Brandcrush,
By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetization platform for retailers.
With Criteo’s retail media client footprint of 175+ retailers and nearly 1,800 brands – unlike any others in the industry – we’re also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem.
Interesting Read: The Adtech Landscape in 2023