Earlier this year Best Buy and Roku announced a data-sharing partnership whereby the streamer will get access to the retailer’s first-party data to help brands better target ads on the streaming service.
It’s a type of relationship that TransUnion’s Mark Rose expects to see more of as retail media networks (RMN) look to the connected TV (CTV) as a new avenue to attract larger advertising budgets and boost their long-term success, while CTV players aim to build more robust audience marketplaces.
Retail media networks are a bit more complicated than traditional straight media buys, Rose, senior director of market development at TransUnion, explained, in that brands and advertisers aren’t simply evaluating the performance of campaigns (which is still an important element), but rather the value of the holistic relationship with the retailer – which could also include things like in-store promotions and online efforts.
The primary avenue in a retail media network operation typically involves a retailer, such as Best Buy for example, selling ad inventory on their owned and operated websites (picture an electronics brand running an ad or sponsored post for a smart TV it sells at Best Buy on Best Buy’s website for users to see as they’re shopping, with advertisers getting access to first-party customer data)– or as Rose put it, advertising that’s considered endemic to RMNs where retailers are selling ad space to their brand partners. Amazon may be first to mind for retail media networks, as it’s a massive national player and dominant recipient of retail media ad spend in the U.S., but there are also smaller and regional retailers looking to pull in bigger brand budgets.