Earlier this year, Best Buy partnered with CNET to expand advertisers’ reach among high-intent shoppers. This is a part of a larger trend where retail media networks (RMNs) team up with outside partners to expand their ad capabilities.
Publishers make valuable partners for RMNs due to their trusted reputation, access to first-party data, and off-site ad inventory.
Here are three ways publishers can help RMNs provide more value to advertisers.
1. Data enrichment
Some 60% of US brands and agencies say they will be at least somewhat more focused on ad placements with publishers’ first-party data in 2024, according to a November 2023 survey from the Interactive Advertising Bureau (IAB).
2. Brand safety
Marketers will face a host of reputational risks this year, including high-risk digital ad environments, evolving AI technology, polarizing political discourse, and inadequate content moderation on social platforms, according to our Brand Safety report.
Publishers offer advertisers a brand-safe environment, alleviating concerns about ad placement.
Plus, publishers are a highly trusted source among consumers, creating opportunities for RMNs to partner with them on product reviews or roundups.
3. Off-site inventory
RMNs can partner with publishers to expand off-site ad inventory.
Publishers can help RMNs provide advertisers with more cookieless inventory. Over half (54%) of US brand and agency ad buyers plan on increasing their spending on publisher direct advertising due to legislation and signal loss, per a February 2024 survey from the IAB.
This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.