The rapid growth of Commerce/Retail Media as a marketing channel provides an excellent illustration of how data collaborations between large retailers (with masses of up-to-date shopper and loyalty card data) and brand advertisers are starting to transform the advertising marketplace.
In response to a recent survey commissioned by LiveRamp and New Digital Age, 64% of those questioned said they are currently working with at least one retail media provider.
The report – Navigating the Data Collaboration Revolution – features many more marketplace insights, plus expert commentary for media industry experts, including Ollie Shayer, Omni-Media Director, Boots; Ben Carter, Global Chief Customer & Marketing Officer, carwow; and Dean Harris, Head of Member Rewards and Retail Media, Co-op.
Harris said: We now have almost five million regular loyalty card users, so it’s worthwhile for us to start exploring the potential of data collaborations with key partners. The Co-op brand is built around trust and transparency, so it’s important for us to lean into our strategic supplier base.”
