Why RMNs Aren’t Even About Ads, Sometimes; Time For A New Charter

Retail Wagging The Dog

Retail media networks are advertising businesses. Usually. Sort of. For many retailers, the data-driven ad practice serves different purposes.
Home Depot is on the same path. It’s courting contractors for a membership program, knowing those pros attract serious ad budgets from, say, tool manufacturers and paint companies.

Often, the retail media business is more of a B2B partnership program. For years, Coca-Cola has touted Wabi as its claim to DTC relationships and first-party data. Wabi is a B2B merchant app for stores that stock Coke beverages to reorder for themselves. It’s the closest Coca-Cola has to first-party purchase data, though.

Then there’s T-Mobile, which has ambitions to operate a multibillion-dollar ad tech and data business. But T-Mobile also saw that one of the likeliest segments to consider switching to T-Mobile were … rideshare drivers. So it powered up on rideshare ad tech with Octopus Interactive, which creates a package of monetization features and a lower subscription to entice drivers.

Fair Play

The World Federation of Advertisers (WFA) has a revamped charter calling for increased competition and transparency in digital advertising, Ad Age reports.

The charter urges walled garden business operators to provide third parties with access to their data. (So don’t hold your breath.)

“Players operating as buyer, seller and marketplace should not be allowed to leverage their dominant position to favor their own products and services,” the WFA said. “Self-preferencing stifles innovation, the emergence of new players and suppresses healthy competition.”

Here’s looking at you, Google, Apple and the rest of the monopoly gang.

Another area of focus is sustainability since agencies and advertisers are using emission measurement tech to evaluate ad tech vendors.

Five years ago, when the charter was last updated, it precipitated discussion and action about topics like brand safety, viewability and cross-media measurement, which have since become de facto elements of programmatic media.