MarTech Podcast ™ // Marketing + Technology = Business Growth
The Surging Importance Of Retail Media Networks
Nov 11, 2024
Jared Luskin, Head of Platform and Media Partnerships at Bridg, is an expert in retail media networks and identity resolution. In this discussion, he highlights the crucial role of these networks in marketing strategies for traditional retailers. Luskin explains how Bridg uses point-of-sale data to engage non-loyalty shoppers, enhancing targeted marketing. He also explores how smaller retailers can collaborate to attract larger brands, emphasizing the importance of customer identity recognition for effective outreach.
15:08
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Quick takeaways
- Retail media networks are essential for brands as they enable targeted engagement with a wider audience beyond loyalty program members.
- Identity resolution enhances retail media network effectiveness by providing insights into non-loyalty shoppers, improving campaign targeting and measurement.
Deep dives
The Rise of Retail Media Networks
Retail media networks are becoming increasingly crucial for brands, enabling them to effectively engage with consumers at the point of sale. These networks aggregate data from various regional grocery and convenience stores, facilitating targeted marketing efforts that larger media networks dominate. Unlike traditional loyalty programs that only capture specific consumer interactions, retail media networks expand visibility to unknown shoppers, offering brands valuable insights into purchasing behaviors. This shift allows marketers to connect with a wider audience, making retail media networks an essential component of modern marketing strategies.
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