A simple way to understand retail media advertising is to compare it to the physical world. In a brick-and-mortar store, you might see a group of products that the store is drawing attention to with a special featured shelf or area. Retail media advertising allows brands to do the same thing, but in the digital space. Retail media advertising encompasses ads on a retailer’s website, app, and social media, as well as other offsite extensions that let retailers and brands work together to increase a product’s visibility.
Retail media advertising campaigns rely on a retail media network. A retail media network is a group of digital channels on which a retailer makes purchasing ad space available. These digital channels can include a retailer’s website, app, or email newsletter. While the current media retail landscape is still developing, more and more brands are hopping onboard, making retail media advertising an increasingly important component of programmatic digital marketing campaigns.
PromoteIQ—Microsoft’s retail media advertising portal—creates a retail experience for shoppers while allowing retailers to scale vendor marketing programs. It makes it easy to deploy and manage a vendor marketing program at scale, providing access to powerful enterprise tools that allow users to manage hundreds of brands and promote millions of products on and off site. Coupled with native ad placements that seamlessly blend into organic site content, PromoteIQ gives brands, vendors, and shoppers alike everything they want out of an e-commerce experience.