Retail media networks are evolving from data gatekeepers into comprehensive media companies. This transformation is prompting marketers to rethink ad strategies as RMNs push for larger brand commitments and integrate advanced media formats like video and shoppable content.
Grocers are upgrading their membership programs by combining retail media strategies with AI-driven personalization, offering targeted ads and perks based on shopping behaviors. This evolution integrates elements like first-party data to maximize ad value.
Instacart, DoorDash, and Just Eat Takeaway have all entered the retail media space and are continuing to deliver on unique advertising capabilities for CPGs and retailers.
Kroger Precision Marketing (KPM), the retail media business of Kroger powered by 84.51°, is taking its advertising platform in-house to improve the platform for brand partners, Kroger itself, and most importantly, shoppers.
The recent Digital Food and Beverage conference illustrated that first-party data and AI are fast becoming transformative tech drivers of industry evolution.
“What is the route to market?” Carroll wondered. “That’s what we all used to say – ‘what is the route to market?’ Today, though, it’s the route to me. Give me what I want, when I want it, as conveniently as possible.”
