Tag: Advertising

Singapore – Technology platform Yahoo DSP has launched the ‘Conversion API’ (Yahoo CAPI) solution to enhance measurement, attribution, and optimisation of campaigns. It allows advertisers to integrate their conversions to Yahoo DSP to ensure accurate campaign performance insights.

Yahoo CAPI unifies online and offline conversion tracking, redefining how commerce media networks measure and attribute. Through real-time insights across channels, Yahoo DSP empowers advertisers to optimise campaigns in a single workflow.

Using first-party identifiers, advertisers can also transmit data directly on the platform or through LiveRamp’s data collaboration platform. LiveRamp is Yahoo CAPI’s initial integration partner.

“Through this solution, advertisers can easily upload their LiveRamp offline conversions on Yahoo DSP and close the loop on measurement, gaining a clearer understanding of how our online advertising efforts are driving offline sales,” Travis Clinger, chief connectivity & ecosystem officer at LiveRamp, said. 

Clinger added, “Amidst increasing pressures on advertisers’ budgets, using a CAPI enables increased campaign effectiveness – and better insights into returns – helping advertisers to make the best use of their investments and to highlight the critical role they play.”

“Yahoo DSP is committed to helping advertisers navigate the evolving digital landscape with solutions that prioritise both accuracy and privacy,” Giovanni Gardelli, VP of ads data products at Yahoo, said.

“With the launch of Yahoo CAPI, advertisers gain more control and flexibility in how they share conversion data, ensuring optimal measurement and performance. For example, with Yahoo CAPI, a technology advertiser saw 3x more attributed  conversions across different channels and devices that would have been harder to measure due to lack of cookies or advertising IDs,” Gardelli added.

With Google previously stating that they will not deprecate third-party cookies at all, the tech giant has recently stated that it will still keep third-cookies in its Google Chrome system, albeit with promises from Google to enhance tracking protection for consumers. For instance, Chrome’s Incognito mode will continue to block third-party cookies by default, and new features like IP Protection—slated for rollout in Q3 2025—will further enhance private browsing.

Moreover, Google stated that with cookies sticking around for now, Google is reevaluating how its Sandbox APIs can best support the ecosystem.

It is worth noting that this comes as a surprise for everyone in the industry, especially how most of advertisers have already prepared for the eventual sunset of third-party cookies in favour of more privacy-centric alternatives like using first-party cookies.

With Google showing no signs of phasing out third-party cookies anytime soon, what sentiments advertising leaders have with this news? And what are they doing currently in response to this? To answer these questions, MARKETECH APAC recently spoke with industry leaders to learn more whether this news should come as a concern or not for the future of the advertising industry.

Genelle Hung, country manager for SEA at PubMatic

Google’s tracking protections are one step, but the real transformation has already been happening. It’s been driven by tech partners, publishers, and even brands who are building privacy-first solutions. After the first of many announcements regarding the possible deprecation of the cookie, we saw a surge in tools like AI-powered contextual targeting, alternative IDs, and privacy-safe data collaboration, particularly with sell-side targeting. 

And while Google’s privacy sandbox was a key area of exploration and testing across the industry, these broader solutions that emerged aren’t just band-aids. They are the foundation for a more open, innovative and privacy-safe ad ecosystem. PubMatic has invested significantly in these hybrid approaches, ensuring our clients can leverage both emerging technologies and existing infrastructure for maximum impact. These solutions are being developed by the entire industry, not just one company.

The future of privacy will not be defined by one company. We should continue with open collaboration, across the whole industry, to create privacy-safe tools and standards that work for everyone, not just the biggest players. That means making sure new solutions like commerce media data, sell-side curation and targeting, alternative signals are accessible and interoperable. 

Google can play a vital role by championing open standards and transparently engaging with the industry to develop privacy solutions in a truly collaborative spirit. Privacy innovation isn’t about which company is driving the solution, it’s about making sure transparency, fair economics, and real consumer choice is at the centre.

Sally Ng, managing director, North Asia at Quantcast

Google’s moves are necessary and influential, but probably not sufficient on their own to make the entire industry privacy-first. It’s a collective effort — involving regulators, other tech giants, brands, agencies, and ad tech vendors — to truly shift from a data-maximisation mindset to a privacy-by-design model. While the timeline on third-party cookie deprecation remains unclear, I believe the destination remains the same: that is, for the world’s digital ecosystem to become a more privacy-conscious one.

This is a valuable time for marketers, publishers, and technology partners to continue testing, learning, and building solutions that are resilient, respectful of user choice, and capable of delivering performance in a world without third-party cookies. It’s an opportunity to accelerate collaboration across the ecosystem — and ensure that when the transition does happen, it’s done responsibly and sustainably. 

At Quantcast, we’ve been preparing for a cookieless world for years. Our AI-driven approach and real-time audience insights already operate effectively across environments with limited identifiers. Our view is that the shift toward privacy-centric marketing is inevitable, and those who act now will be best positioned to lead in the next era of digital advertising.

Niall Hogan, general manager (JAPAC) at GumGum

Google’s decision to roll back on the phase-out of third-party cookies signals a reluctance to let go of outdated advertising models that may no longer be the best fit for today’s adland. Across JAPAC, we’re seeing rising expectations from consumers for greater transparency, control, and respect in how their data is used. 

Brands that continue relying on surveillance-based tactics risk falling behind – not just in performance, but in consumer trust. By pivoting towards attention-based solutions that enable relevant, respectful engagement without compromising privacy, we can instead focus on building the privacy-first strategies consumers have already been calling for.

Becky Leng, managing director at NP Digital Singapore

Google’s decision – one that is closely timed with the intensifying scrutiny of its antitrust case – certainly appears to be a strategic one. By keeping cookies on the playing field, Google may be trying to show regulators that it’s not limiting competition by giving other players continued access to data, rather than offering only its Privacy Sandbox solutions.

However, this slows the industry’s shift toward more privacy-conscious advertising, and marks a wake-up call for brands to actively work towards avoiding the risk of eroding consumer trust. I believe that now is the moment for brands to future-proof their strategies with a diversified marketing mix: Strengthening first-party data strategies, rethinking measurement, and investing in sustainable channels like content, SEO, and contextual advertising.

But beyond these strategic fixes, it should also be about getting back to the fundamentals of great marketing – being creative, empathetic, and truly understanding your audience. When brands build their messaging around real insights and consumer intent, they create more meaningful, trust-driven connections that don’t depend on invasive signals. After all, privacy-first strategies aren’t just about keeping up with platform shifts, but about building long-term consumer trust

Garrett McGrath, SVP, Product Management at Magnite

This continuation of legacy web addressability in Chrome has given the industry a collective sigh of relief, allowing the open web to continue to flourish while preparing for its next chapter. The digital landscape continues to evolve rapidly due to increasing privacy regulations, massive growth in non-web environments, and acceleration in cross-screen/omnichannel campaigns.

Magnite sees this latest third-party cookie postponement as a welcome admission of the challenges with Privacy Sandbox proposals and a near term boon for the open web. However, this does not change our strategic focus on the importance of first-party signals and ensuring publishers and consumers retain control of addressability, principles Magnite has championed for many years.

We continue to innovate on privacy-centric solutions that deliver value to publishers, advertisers, and consumers alike, maintaining our commitment to contributing to a more sustainable digital ecosystem that respects transparency and user choice.

Geoffroy Martin, CEO at Ogury

Google’s latest shift doesn’t alter the course of history. Identifiers have already vanished from more than half of the open web — and this proportion continues to grow, driven by consumer expectations, regulatory pressure, and platform fragmentation.

At the same time, a significant portion of ID-based signals will remain available. That’s why the real challenge is no longer what happens when IDs disappear, but how to effectively operate and perform across both ID-based and ID-less environments. This is the new media reality, and the winners will be those who embrace this hybrid landscape. 

The key is to build platforms and data models that work across the full spectrum of addressability, leveraging all signals, whether identity is present or not. While relying solely on identifiers limits reach and creates fragile strategies, ignoring IDs entirely means missing the value that still exists in identity-based signals.

The smart approach isn’t about choosing sides — it’s about intelligently integrating both approaches, in a world that will remain mixed.

Terry Hornsby, executive vice president and founder at Mantis 

Google’s decision not to roll out a standalone prompt for third-party cookies in Chrome is significant, but many in the industry have been preparing for multiple scenarios all along. The reality is, advancements in alternative targeting approaches shouldn’t go to waste just because cookies are sticking around longer than expected. The industry has made substantial progress with contextual solutions that can identify interests in specific environments – such as gardening enthusiasts browsing sports content – without necessarily needing to know who the person is. 

This not only supports advertisers in maintaining performance but also empowers publishers to better monetise their content by aligning ad relevance with context rather than identity. In turn, this means a more balanced ecosystem, where advertisers have the opportunity to blend approaches, extending beyond the current environment while still respecting the broader direction toward privacy.

Will Harmer, chief product officer at Utiq

Google’s latest move to delay the demise of third-party cookies is not a product decision – it’s deliberate procrastination. Just weeks after the U.S. Department of Justice formally labelled the company a monopolist in digital advertising, we are now expected to believe that yet another “pause” in cookie deprecation is in the name of user privacy? 

Let’s be clear: this is not a pivot. It’s a stall – a regulatory negotiation disguised as a product roadmap update. The timing is no coincidence. And the consequences are clear. Every time the industry waits, Google wins.

The industry has spent the last five years acknowledging – and preparing for – the end of third-party cookies. Why? Because they don’t work. They leak data. They slow the web. They offer poor match rates. And they leave publishers blind to who’s accessing their audiences.

Holding onto this outdated technology does not solve the privacy challenge – it extends it. Third-party cookies are a relic of a time before user consent was mandatory, before data governance mattered, and before regulators began enforcing real accountability. We cannot build a privacy-first future on yesterday’s infrastructure.

Publishers, advertisers, and tech providers now face a critical decision. Stay shackled to a monopolist whose every move is under regulatory fire – or choose independence through new models of identity and trust.

Brands already see what’s coming, with the smart ones clearly prioritising privacy-compliant identity partners. This is not a fringe movement. This is the future of digital marketing. Google’s indecision changes nothing – except the urgency with which we must act. Now is not the time to wait and see. Now is the time to commit. The industry doesn’t need more delays. It needs leadership. Let’s move forward. Together – without Google and without third-party cookies.

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Despite Google’s plans to keep third-party cookies in Chrome after all, advertisers are increasingly unfazed. The industry has already begun pivoting toward more privacy-centric strategies, driven by evolving consumer expectations, regulatory pressures, and the growing adoption of alternative identifiers and first-party data solutions. This shift underscores a broader recognition that the future of digital advertising lies in building trust and transparency, not clinging to legacy technologies. Advertisers should see Google’s postponement not as a reason to pause, but as further validation that proactive, privacy-forward innovation is the path forward—and the time to act is now.

Singapore – Despite years of movement toward phasing out third-party cookies, Google Chrome has decided to maintain the current system—at least for now, according to the latest blog post from Google. This update marks a significant shift in the narrative around the Privacy Sandbox initiative, which originally aimed to reimagine digital advertising and tracking with a stronger emphasis on user privacy.

The update, written by Anthony Chavez, vice president at Privacy Sandbox, noted how The Privacy Sandbox was introduced with the dual goal of improving online privacy and supporting a healthy, ad-supported web. 

Since its launch, there’s been growing interest and adoption of its privacy-preserving technologies, including APIs designed to provide alternatives to cookie-based tracking. But after continued discussions with publishers, advertisers, developers, and regulators, they noted that it’s clear that there’s no consensus on how—or when—to make such a major change to the current model.

It also added that much has changed since the Sandbox was announced in 2019 and Google formally engaged with UK regulators in 2022. The landscape now includes rapid advancements in privacy technology, increased use of AI to protect users, and evolving global regulations. In light of all this, Google has decided not to introduce a new standalone prompt for third-party cookie usage. Instead, Chrome users will continue to manage their preferences through the browser’s existing Privacy and Security settings.

According to Chavez, while this decision delays the original ambition of phasing out third-party cookies, Chrome will still strengthen protections in other areas. For example, Chrome’s Incognito mode will continue to block third-party cookies by default, and new features like IP Protection—slated for rollout in Q3 2025—will further enhance private browsing.

Moreover, this update also shifts the role of the Privacy Sandbox. With cookies sticking around for now, Google is reevaluating how its Sandbox APIs can best support the ecosystem. The company plans to gather industry feedback and provide a refreshed roadmap in the months ahead.

As the web continues to evolve, Google says it remains committed to privacy-first innovation while supporting the diverse needs of the digital advertising ecosystem. For now, though, third-party cookies in Chrome are here to stay.

Singapore – Barilla, known for its pastas, has recently joined Formula 1 as its official partner following signing a multi-year deal with the popular motorsport event.

As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and the spirit of togetherness among fans, who will be able to enjoy dishes from the Italian brand’s Pasta Bars around the Paddock and in the prestigious Formula 1 Paddock Club.

Trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide will also bear the Barilla branding.

Moreover, the partnership will connect fans of both brands across the world, united by a passion for sports and the bonding tradition of sharing a meal.

Stefano Domenicali, President & CEO of Formula 1, said, “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.”

He added, “We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”

Meanwhile, Paolo Barilla, vice president of Barilla Group and former F1 driver, also commented, “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common? At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving.”

He added, “Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta.”

Lastly, Ilaria Lodigiani, chief category and marketing officer at Barilla, stated, “We look forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal. This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family. At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine.”

The new partnership is one of many partnerships Formula 1 has embarked on to boost fan engagement, including with LVMH and its vodka brand Belvedere, KitKat, and LEGO. It has also continued to score big brands as title sponsors for its races, including with Louis Vuitton for this year’s Australian Grand Prix, and the extension of Singapore Airlines’ title sponsorship for the Singaporean Grand Prix.

Auckland, New Zealand – Taboola has announced the extension of its five-year partnership with the Otago Daily Times – one of New Zealand’s largest daily newspapers. 

Through this partnership extension, Taboola and Allied Press, the Dunedin-based publisher of the Otago Daily Times, have signed an exclusive, six-year commercial agreement – the longest-ever renewal in Taboola’s ANZ publisher stable. 

Under the renewed partnership, Taboola will continue to power recommendations across the Otago Daily Times’ digital properties, including its website https://www.odt.co.nz/, providing users with on-site recommendations and advertising. 

Moreover, the partnership will also see the Otago Daily Times continue to leverage Taboola’s suite of products, including Taboola Feed, Newsroom, homepage and article personalisation, push notifications, and Explore More and Next Up for content recommendations, across multiple touchpoints to grow its audience, optimise engagement, and drive revenue. 

The new agreement will take Taboola and the Otago Daily Times’ partnership to 11 years at the completion of the term. Since their initial collaboration in 2020, Taboola has helped the Otago Daily Times significantly boost its digital audience, with its website now attracting nearly eight million page views each month. 

Matthew Holdridge, commercial manager at Allied Press, said, “We have enjoyed a long and successful partnership with Taboola, which has helped drive traffic to our site and improve reader engagement through content recommendations. ODT.co.nz is the independent voice of the South (Island) and we look forward to working with Taboola to lift our reader engagement and revenue growth even further using their suite of tools.” 

Meanwhile, Adam Singolda, founder and CEO of Taboola, commented, “The Otago Daily Times, New Zealand’s oldest daily newspaper, has been a valued, long-time partner of Taboola. Our renewed partnership – the longest-ever signed in the ANZ market – is a testament to the strength of our working relationship and the potential of our audience tools.”

He added, “The Otago Daily Times team has witnessed first-hand the power of our products, in New Zealand, demonstrating the ability of our platform to help deliver traffic and revenue. We’re grateful for the Otago Daily Times’ ongoing support and we’re looking forward to taking our partnership to new heights.”

Singapore – A new study from Taboola, done alongside Qualtrics, has recently revealed that nearly 75% of performance marketers are experiencing diminishing returns on social media ad spend; and around over 50% expand into additional channels beyond social.

It noted that the diminishing returns occur as CPA rises with increased spend, such that the incremental conversions decrease with each additional investment increment. Some of the primary causes include ad fatigue, increased competition, and platform changes, making it difficult to sustain performance.

In terms of struggle on paid social Struggles, nearly 80% of respondents experiencing diminishing returns report that the impact isn’t limited to the final stretch of their budget, often starting early and affecting more than half of their total spend. Meanwhile, over 60% believe audience saturation and user fatigue from repeated ad exposure are the primary reasons for diminishing returns.

Other contributing factors include rising ad costs (47%), algorithm inefficiencies (47%), weaker targeting due to privacy restrictions (36%), and ad creative fatigue (49%).

Moreover, Over 80% of performance marketers are using multiple tactics to combat diminishing returns, with 55% expanding into additional digital channels beyond social media.

Common mitigation tactics include testing new ad formats (70%), changing audience targeting strategies (67%), and shifting budgets between high and low-performing campaigns (47%). To stay competitive, the report stated that marketers need strategic diversification, continuous testing, and agility to adapt to changing trends and platform dynamics.

Adam Singolda, CEO of Taboola, said, “While social media accounts for a large portion of performance advertising budgets, many marketers have hit a barrier in the form of diminishing returns. More spend just isn’t translating into better results. The findings in this report point to difficulty in sustaining performance over time, with marketers seeking solutions that can help  them overcome that barrier.” 

Australia – Publicis Groupe’s Mars United Commerce has recently released a new report benchmarking the evolving capabilities of retail media networks in Australia and New Zealand. The report evaluates new entrants, including Uber Advertising, Adore Beauty Media and AVC Experience Plus—alongside established networks such as Cartology, Market Media, Amazon Ads and Coles 360. 

In the report, it noted a retail media network (RMN) industry reaching maturity, with retail media networks delivering increasingly sophisticated tools with new measurement and performance tracking solutions. Driven by advertiser demand for greater clarity and effectiveness, networks are implementing advanced features such as self-service platforms, real-time analytics and rich content options.

It is worth noting that these insights come after Australia saw new entrants in the retail media space, including from Australia Post, Petbarn, and more recently Bunnings.

Strengths of ANZ’s retail media offerings

In an exclusive conversation with MARKETECH APAC, Cameron Porter, commerce planning director for ANZ at Mars United Commerce highlighted key factors on why retail media networks in ANZ are continuously maturing enough to be tapped widely by brands in the region.

“Targeting is where we’ve seen the biggest leap. The ability to understand shopper behaviour — what they’re buying, when, and how often — is powering stronger, more timely messaging across a broader mix of touchpoints. From brand-led video to conversion-led formats, the precision of retail media is starting to stand out on-platform and off-platform,” Cameron said.

He added, “Measurement is still catching up, but the momentum is there. As frameworks mature, we’ll see more advanced test-and-learn programs and sharper optimisation across formats — both of which will accelerate retail media’s role in strategic planning.”

Opportunities and challenges

Looking ahead in 2025, the report notes that the industry can expect further innovation within the retail media space. As networks mature, new entrants will continue to shape the future of the sector, allowing for even more touchpoint opportunities and enhanced capabilities. 

Moreover, the industry’s growth trajectory is clear: transitioning from adolescence into adulthood, and this will present brands with new opportunities to refine their strategies and connect with consumers in more meaningful ways.

“Non-endemic brands represent a major growth opportunity for networks — but also a shift in expectations. These brands are looking for more than sales lift; they want brand impact and real accountability. That pressure will help push innovation and expand the media offering to support both endemic and non-endemic advertisers,” Kelly Wearmouth, managing director at Mars United Commerce ANZ told MARKETECH APAC.

She added, “AI is the next big shake-up. Right now, it’s helping streamline backend processes — smarter forecasting, analytics, and reporting. But the long-term impact will be on front-end performance: real-time targeting, predictive planning, and creative personalisation based on live shopper signals.”

When asked about the challenges on tapping into retail media networks in ANZ, Cameron said, “The biggest challenge isn’t technology — it’s structure. To take full advantage of retail media’s evolution, brands need stronger internal collaboration and more integrated planning across teams and agencies.”

Key pointers to consider when tapping RMNs

In the report, it highlighted that in order to maximise effectiveness in retail media platforms, brands should adopt a strategic three-step evaluation process: evaluate networks, benchmark & compare, and identify opportunities.

For Cameron, the right retail media network isn’t just about reach — it’s about relevance. With more networks coming online, the focus should be on finding the shoppers that connect a brand to the right audience, in the right context, at the right time.

“Contextual targeting and loyalty programs are powerful tools for reaching shoppers who matter most to your category. And just as importantly, marketers should prioritise networks that can collaborate deeply — with strong insights, transparent measurement, and the flexibility to support both brand-building and performance goals. That’s the new baseline for entry,” he concluded.

***

In conclusion, the rapid rise of retail media networks in Australia and New Zealand presents a transformative opportunity for brands to reach highly engaged consumers at the point of purchase. As retailers leverage their first-party data and digital platforms to create more targeted and measurable advertising solutions, brands can enhance their marketing effectiveness, drive conversions, and gain deeper consumer insights. 

This evolving landscape not only enables greater personalization but also fosters stronger collaborations between brands and retailers, ultimately delivering more value to shoppers. By embracing retail media networks, brands in ANZ can unlock new growth opportunities and stay ahead in an increasingly data-driven marketplace.

Kuala Lumpur, Malaysia – The Malaysia Aviation Group has recently worked with Mediabrands Content Studio (MBCS) to release ‘Selagi Ada Hormat’, a Hari Raya Aidilfitri film that celebrates Malaysia’s rich diversity and the enduring values of respect and unity.

Inspired by the personal journey of MAG Group Managing Director, Datuk Captain Izham Ismail, ‘Selagi Ada Hormat’ (translated: Where Respect Lives On) delivers a powerful message of unity, respect, and inclusivity – values central to the Malaysian identity. 

The film follows a successful man returning home for Raya, taking in the sights and sounds of his hometown as it awakens memories of a childhood where respect and kindness transcended race. The touching flashbacks serve as a reminder that while the world may change, the essence of Malaysian Hospitality endures.

The film was directed by Aiman Aliff and Hyrul Anuar, directors at Directors Think Tank, a regional production company.

Speaking on the film’s conceptualisation process, Eddy Nazarullah, creative director at MBCS, articulated, “This film isn’t just about Raya, but about the values that define us as Malaysians. Respect, hospitality, togetherness, these are things we grew up with, things that were never taught but always lived. But in today’s world, it feels like we need a little reminder. With this film, we wanted to go beyond nostalgia and spark something deeper: a reflection of who we are and who we can continue to be. It’s not about grand speeches or forced messages, but about capturing the everyday moments that quietly remind us of our shared hospitality.”

He added, “Bringing Selagi Ada Hormat to life was deeply personal to all of us on the team. We’re privileged to have had this chance to work on Captain Izham’s story with our partners at Directors Think Tank, to craft a film that celebrates diversity and invites Malaysians to reflect, reconnect, and reignite the spirit of mutual respect. Touching on the very roots and essence of our Malaysian identity.”

Kuala Lumpur, Malaysia – Amidst a rise in social media and financial influencers (finfluencers) locally, the Securities Commission Malaysia (SC) has released a revised version of the guidelines on advertising for capital market products and related services.

The revised framework will introduce new requirements for finfluencers who independently promote capital market products and services without being engaged as marketing agents by an advertiser. These individuals will be considered advertisers under the guidelines and must comply accordingly. 

Additionally, the framework will strengthen advertisers’ obligations to ensure that their marketing agents adhere to the guidelines, holding advertisers accountable for any non-compliance by their agents. Furthermore, the framework will enhance regulations on the use of social media for financial promotions to address its increasing role in advertising.

The guidelines will also impose a prohibition against advertising services in Malaysia, of persons who are not authorised by the SC.

In developing the revised guidelines, the SC has taken into account best practices from other jurisdictions, including Australia, the UK, and Singapore, while also incorporating feedback gathered from consultations with key stakeholders, including finfluencers. 

The updated Guidelines will take effect on 1 November 2025, providing advertisers with ample time to familiarise themselves with the changes and make the necessary adjustments to ensure compliance.

Australia – National hardware chain Bunnings has launched its dedicated retail media network, ‘Hammer Media’, offering suppliers and advertisers expanded opportunities to reach millions of customers in-store and online. 

The offering is designed to allow for brands, both retail and trade, to develop deeper connections with Bunnings customers at each step of the shopping journey, leading to more informed purchasing decisions. 

Through its omnichannel approach, Hammer Media will give suppliers access to more than 14 million website visitors monthly, in addition to in-store customers, social media followers and the number one home and lifestyle print publication, Bunnings Warehouse magazine.

Hammer Media will streamline messaging and enhance brand awareness across Bunnings channels such as social media, website, in-store radio, eDMs and in-store screens. As part of the network launch, 300 digital screens have been installed across 150 stores. 

Following trials, Bunnings suppliers have been invited to opt-in to the retail media program, with the first round of advertising in market.

Justine Mills, general manager of marketing at Bunnings, said, “The launch of Hammer Media represents a significant step forward in our commitment to innovation and growth in both digital and retail media.  Take-up and results from trials in Victoria and New South Wales are very encouraging for the future success of the network and returns for our advertising partners.”

It is worth noting that this is the latest brand in Australia to explore retail media opportunities, with Australia Post and Petbarn both tapping oOh!Media to launch their respective retail media networks at a national level.