Tag: retail media

Australia – Multi-channel advertising platform StackAdapt and unified retail media platform Zitcha have announced a global partnership to empower brands of all sizes—particularly mid-market companies—to leverage retail media opportunities traditionally limited to top-tier enterprises.

By integrating Zitcha’s platform with StackAdapt’s advanced programmatic capabilities, brands can now easily access, scale, and optimize their retail media campaigns across key regions including North America, Europe, and Asia-Pacific.

Through this partnership, retailers and brands of all sizes can now access a fully integrated retail media solution that removes technical barriers and enhances campaign efficiency. Moreover, the partnership between StackAdapt and Zitcha provides an easy-to-implement system that enables retailers to engage mid-market brands with less effort and higher returns.

Meanwhile, through StackAdapt’s API integration, brands can leverage crucial insights, inventory, and measurement tools to run personalized campaigns across multiple channels, including display, video, and connected TV (CTV). The platform’s transparent reporting and secure environments help boost return on ad spend (ROAS), increase yield for retailers, and deliver personalized customer experiences.

Renee Caceres, head of retail media at StackAdapt, said, “We are excited to partner with Zitcha to unlock greater retail media opportunities for brands and retailers worldwide. This partnership allows brands to tap into the full potential of retail media networks, eliminating typical barriers and making it easier for SMBs to access the data, measurement, and inventory needed for success.”

Meanwhile, Troy Townsend, CEO and co-founder at Zitcha, commented, “Retail Media isn’t just the future – it’s the now. By joining forces with StackAdapt, we’re removing the friction that has kept brands from fully embracing it. This integration ensures that every retailer, no matter their size, can unlock new revenue streams, and every brand can deliver smarter, high-performing campaigns.”

He added, “With this integration, brands can now plan, activate, and measure retail media campaigns with the same efficiency and precision as traditional programmatic advertising. Whether it’s engaging shoppers on retailer websites, reaching audiences across the open web, or driving in-store sales, this partnership ensures every advertising dollar works harder.” 

Zitcha is the first retail media platform to integrate StackAdapt’s programmatic advertising capabilities, ensuring brands can reach new customers through advanced targeting and personalization while maximizing return on investment. By leveraging StackAdapt’s global presence, Zitcha is bolstering its expansion into the US, alongside its presence in key markets including UK, EMEA, and APAC, supporting brands to scale their efforts effectively and efficiently.

Australia – Unified retail media platform Zitcha has appointed experienced retail media sales leader, Jim Kane, as global vice president of sales, as the company accelerates its expansion across key international markets. 

In his new role, Kane will be responsible for defining and executing Zitcha’s global sales strategy, driving revenue growth and expanding the company’s international footprint. He will lead and develop a high-performance sales team, and foster relationships with key retailers, brands, and advertising partners. 

In addition, he will refine the company’s go-to-market strategy, and leverage data analytics and market intelligence to optimise sales performance and drive product innovation.

With an extensive career across shopper marketing, retail media, and adtech, Kane led sales for Walmart’s Sam’s Club division at WPP’s Triad Retail Media, playing a key role in its integration following Walmart’s acquisition. 

He also helped launch the first retail media network in the sporting goods sector at DICK’S Sporting Goods and has advised C-suite executives on retail growth strategies.

Speaking on his new role, Kane said, “Retail media is evolving quickly, and Zitcha is uniquely positioned to support retailers in building networks that have real impact, for themselves and their brand partners. Built from the retailer’s perspective, the Zitcha platform is a game changer for its ability to unify retail media across multiple environments.  I’m looking forward to working with the team to further establish Zitcha as the partner of choice for retailers and brands around the globe.”

Meanwhile, Nick Hinsley, Zitcha’s chief revenue officer, commented “After meeting Jim, the decision to bring him on board was an easy one. His firsthand experience with the internal challenges and relationships within a retailer when considering or scaling a retail media network is invaluable.”

He added, “He has broad and deep knowledge of global retailers – those already operating networks and those looking to fast-follow with their own. Importantly, he is passionate about Zitcha’s platform, its market position, and long-term vision. He will be a trusted advisor for our team and partners, and is an important addition as we continue to grow Zitcha around the world.”

His appointment follows Zitcha’s recent addition of Debra Berman (former Chief Marketing Officer at Yahoo and JCPenney) and Jonathan Waecker (who held senior marketing and global executive roles at Yahoo, The Walt Disney Company, Zynga and most recently at The Warehouse Group, New Zealand’s largest retail group), to senior advisory roles as the company accelerates its global ambitions. 

Melbourne, Australia – Unified retail media platform Zitcha and martech company Marketplacer have teamed up to create a transformative ecosystem which will seamlessly integrate retail media and marketplace models, offering opportunities for retailers, advertisers, and customers.

By integrating their platforms, Zitcha and Marketplacer will enable retailers to unlock the full potential of their digital eCommerce strategies, including leveraging marketplace data to enhance the targeting precision and personalisation of retail media campaigns, maximising return on investment for advertisers, and boosting sales for both owned inventory and third-party sellers.

Marketplace data, including customer purchasing behaviour, search trends, and competitive pricing insights, feeds into Zitcha’s retail media platform, giving advertisers the ability to deliver highly relevant campaigns that better connect with shoppers. 

Marketplace sellers also benefit with opportunities to invest in sponsored placements and targeted campaigns via retailers websites and apps that increase visibility in a crowded digital landscape.

Moreover, for retailers, the partnership enables third-party sellers to advertise alongside their listings, using retail media revenue to offset customer acquisition costs, and driving higher total transaction value by combining targeted advertising with an expanded product selection. This creates a marketplace with expanded product assortment through third-party sellers; retail media monetises seller competition through ads such as sponsored listings, while data insights improve ad relevance and conversion rates.

Nick Hinsley, chief revenue officer at Zitcha, said, “Marketplace models and retail media platforms were once seen as separate pillars of commerce, but their integration unlocks a flywheel effect. More sellers and broader product offerings drive traffic, which in turn fuels ad revenue and product visibility. It’s a self-reinforcing cycle of growth that benefits everyone in the ecosystem.”

He added, “At the core of this partnership is a commitment to improving the customer experience. By integrating retail media and marketplaces, we’re not only driving incremental revenue for retailers and advertisers, but also delivering value to shoppers through convenience, relevance, and choice.”

Meanwhile, Jason Wyatt, CEO at Marketplacer, commented, “This partnership with Zitcha sets the stage for a new era of digital commerce, empowering businesses to thrive in an omnichannel world where seamless integration is the key to success. It represents a significant step forward in how retailers can connect their marketplace operations with sophisticated retail media strategies to achieve holistic growth.”

Singapore – Grab’s advertising arm GrabAds have announced the expansion of its strategic partnership with GroupM, WPP’s media investment group, to help the latter’s clients unlock the power of Grab’s retail media network (RMN) capabilities for brand, performance and business growth. 

As part of the expanded partnership, GrabAds will enhance its first-party audience data with geo-based signals, which GroupM will further aggregate and integrate into their internal proprietary platforms. 

With these insights, GroupM clients across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam can look forward to more refined, data-driven media planning within an integrated omnichannel ecosystem.

The partnership will enable GroupM to access anonymised and indexed consumer insights based on real transactions which are then enhanced with geo-based signals, all of which are fully compliant with personal data privacy standards. These include data categories like cuisine preference, frequently travelled points of interest, and spend attributes. 

These geo-based first-party audience insights will enable more precise targeting capabilities for GroupM’s clients, that they can leverage to further optimise their media strategies and achieve marketing objectives. Brands will also benefit from full-funnel marketing capabilities with GrabAds’ RMN ecosystem, to maximise advertising spend for brand-building and sales objectives. 

It is worth noting that GroupM and GrabAds have been working together since 2021 to help advertisers harness retail media more effectively. With this expanded partnership, GroupM clients will continue to benefit from GrabAds’ existing and upcoming innovative omnichannel advertising offerings, including native advertising formats exclusive to Grab, data-driven campaigns, offline fleet placements, and programmatic buying capabilities. 

GroupM and GrabAds will also co-innovate on advertising solutions and media strategies. This collaboration will provide GroupM clients across sectors with early access to integration benefits and testing opportunities, enhancing their advertising effectiveness.

Anita Munro, chief investment officer at GroupM Asia-Pacific, said, “We embarked on this partnership with Grab given our confidence in their ability to work together with us to unlock market-leading advantage and value for clients in the evolving advertising landscape. As we continue to build and invest in a high-quality media ecosystem that is diverse, sustainable and audience-first, we are excited at the opportunity Grab presents with rich first-party audience insights and their strength as a platform that serves advertiser needs to connect the online to offline consumer journey. Multiple elements of the partnership will come together to accelerate growth for our clients including data, geo and audience-based expertise and more.”

Meanwhile, Ken Mandel, regional managing director and head of GrabAds and enterprise at Grab, commented, “We are excited to continue working alongside GroupM to help their clients unlock the true potential of retail media advertising, whether that’s crafting full-funnel campaigns or providing more precise means of measuring advertising returns. By combining GroupM’s scale, commitment to innovation and client-first mindset with our superior RMN capabilities, we are well-positioned to help GroupM clients drive accelerated growth in Southeast Asia.”

Singapore – Grab and Coca-Cola are advancing their strategic partnership in Southeast Asia to better engage today’s increasingly hybrid shoppers. The partnership will combine Coca-Cola extensive offline retail presence with Grab’s expansive online network to create unique experiences for consumers to better enjoy Coca-Cola beverages. 

This marks a significant milestone in the ongoing collaboration between the two companies, which is dedicated to driving customer value and unlocking growth opportunities for Coca-Cola as well as their merchants and distributors in the region. 

Coca-Cola will collaborate with Grab on various regional campaigns and initiatives that cover both online and offline channels, leveraging GrabAds’ comprehensive full-funnel retail media ecosystem. Coca-Cola will also tap into GrabAds’ first-party transaction data for precise audience profiling tailored to its target segments and to employ the platform’s innovative online-to-offline (O2O) ad formats for creative campaigns designed to boost engagement and sales. 

As part of the expanded partnership, Coca-Cola will continue to roll out the Foodmarks campaign on Grab across several Southeast Asian cities. The campaign invites users to discover hidden street food landmarks – or Foodmarks for short – in participating cities via the Grab app. 

Whether dining out by booking a Grab ride or ordering in with GrabFood, users can enjoy a perfect blend of delicious street food and refreshing Coca-Cola, bundled together in special combos by featured merchants. This campaign is executed through a series of in-app masthead and native ads, targeting users looking for new dining options.

Coca-Cola is also collaborating with Grab to help merchant-partners boost sales via omnichannel campaigns. This includes a video campaign leveraged by Coca-Cola sales teams to help merchants design and utilise Coca-Cola online bundles on Grab, which can be further amplified through GrabAds, including through product sampling. 

Initial campaigns have already demonstrated positive results: for instance, a product sampling campaign for Lemon Dou done in March this year within Metro Manila, Philippines, saw the delivery of 50,000 samples of Coke Zero via GrabFood merchants, yielding strong engagement. Coca-Cola also launched a car icon branding campaign in Vietnam early this year where Coca-Cola icon replaced Grab’s green rider icon, and appeared on real-time delivery maps. 

Lastly, Coca-Cola and Grab have also partnered on the Coke&Go campaign, which brings together convenience and seamless purchasing to tech-savvy consumers across Singapore. The initiative allows consumers to utilise the Grab app to make purchases from Coca-Cola physical smart coolers by scanning a QR code. Purchases can be seamlessly completed via cashless payment methods linked to consumers’ Grab accounts. Coke&Go is projected to deploy several hundred units across Singapore by early next year, with plans for regional expansion informed by consumer response. 

Sam Way, vice president of digital acceleration office at Coca-Cola ASEAN & South Pacific, said, “We are excited to take our partnership with Grab to the next level. In line with Coca-Cola commitment to growth, innovation and customer satisfaction, leveraging GrabAds’ retail media platform will help us boost our online presence to complement our robust offline retail network. With the digital population booming in Southeast Asia, this partnership will enable merchants to strengthen their online visibility, attract hybrid shoppers, and create deeper connections with the Coca-Cola brand across touchpoints.”

Meanwhile, Ken Mandel, regional managing director and head of GrabAds and enterprise, commented, “Coca-Cola has been a long-standing and valued partner of Grab, and we are thrilled to deepen our partnership with new and exciting co-created campaigns. To achieve full-funnel impact, it is crucial that merchant-partners are present where the consumers are, whether that’s online or offline. This also includes taking advantage of O2O platforms like ours to deliver innovative omnichannel experiences that not only drive tangible business results but build brand loyalty.” 

Manila, Philippines – Turning 45 is a milestone in itself, but global Filipino fast-food chain Jollibee wanted their fans in on the celebration – with the help of its iconic red bee mascot. To celebrate its 45th birthday in style, Jollibee partnered with GrabAds, the advertising arm of Southeast Asian superapp, Grab, for a dynamic and innovative full-funnel campaign. 

The month-long campaign, ‘Jollibee’s 45th Birthday Blowout’, ran from October to November 2023 and leveraged GrabAds’ diverse advertising formats to ignite customer excitement, boost purchase intent, and drive more sales. The campaign resulted in a 25x return on ad spend (ROAS).

The objective: Deliver a nationwide celebration for Jollibee via Grabads 

Tapping into the unique ecosystem features and capabilities of GrabAds’ retail media network (RMN), including rich first-party transaction data, Jollibee ads were strategically served to consumers who had the intent to order food on Grab, making them more likely to seek out Jollibee’s offers.

Jollibee’s campaign with GrabAds also tapped into creative ad formats on the Grab platform, including GrabFood pop-ups, Masthead, and Native Homepage ads. The key campaign highlight was the delivery icon branding, which replaced Grab’s green rider icon that shows the real-time location of the delivery-partner, with Jollibee’s well-beloved red bee mascot.

These ads targeted hungry Filipinos across different stages of their buying journey – from discovery to purchase. Customers were also treated with freebies from Jollibee such as fries, pancakes, peach mango pie and Coke Float when they spent a minimum of PHP500 on Jollibee on GrabFood as part of the celebration during the campaign period.

Gianfranco Go, senior marketing manager at Jollibee Food Corporation, said, “Turning 45 is a huge milestone for Jollibee. As a Philippines’ homegrown brand, we wanted this birthday to be a national celebration. We were thrilled to see the fantastic results from the campaign with GrabAds. Their creative use of our iconic Jollibee mascot brought the campaign to life, truly resonating with our customers and driving strong engagement.”

He added, “This digital activation campaign is a first of its kind in the Philippines’ quick service restaurant industry, and we look forward to collaborating with GrabAds again for more innovative ad campaigns in the future.”

The results: Achieving 2.2x increase in purchase intent compared to Kantar norms 

Over the one-month campaign, Jollibee successfully celebrated its 45th birthday across multiple ad touchpoints on Grab, leading to a 2.2-fold increase in purchase intent. The campaign achieved remarkable success in driving recommendations, likely attributed to Jollibee being a well-loved local brand in the Philippines. The brand’s embodiment of Filipino identity and culture resonated strongly with the local audience, particularly with the emphasis on celebrating Jollibee’s birthday, potentially driving the audience to recommend Jollibee.

Jollibee was also able to achieve both brand-building and performance goals with a single campaign, according to a brand lift study conducted with Kantar, one of the world’s leading media insights and research for advertising. Key results included:

  • 25 times return on advertising spend (ROAS)
  • 13% uplift in platform sales
  • 17% increase in ad recall, which is 3 times higher than Kantar norms
  • 8% increase in purchase intent, which is 2 times higher than Kantar norms 

Ken Mandel, regional managing director and head of GrabAds and enterprise, commented, “It was a pleasure to have teamed up with Jollibee for their 45th birthday celebration to design a bespoke birthday campaign, which of course featured their iconic red bee mascot. This campaign was built on GrabAds’ unique retail media ecosystem, which made it possible to offer our customers innovative ad formats like delivery icon branding and a full-funnel campaign that engaged consumers across their buying journey.”

He added, “With first-party data that is powered by real consumer transactions, we were able to strategically target consumers who were already looking for something to eat, resulting in a strong uplift in both purchase intent and platform sales, and highlighting the success of our collaboration.”

Singapore – Vistar Media has appointed Sean Cheyney as its new global head of retail media, tasking him with leading the company’s retail media strategy and strengthening its position within the expanding retail media ecosystem.

In this newly created role, Cheyney will spearhead Vistar Media’s retail media strategy, leveraging the company’s cutting-edge out-of-home (OOH) solutions to seamlessly integrate into the retail media ecosystem, driving greater value for retailers, agency partners, and brands alike.

With over 20 years of experience driving revenue growth across digital and traditional media channels, Cheyney is a recognised leader in retail media. Before joining Vistar Media, he served as executive vice president of global retailer sales at CitrusAd, where he was instrumental in the company’s growth, acquisition, and rebrand to Epsilon Retail Media. Prior to that, he held a similar leadership role at Triad Retail Media, one of the early pioneers in retail media networks.

Speaking about his appointment, Cheyney said, “I’m excited to join Vistar at a time when retail media is on the cusp of transforming how brands reach consumers in the real world. By leveraging Vistar’s powerful programmatic solutions, we can help retailers unlock new revenue streams while giving brands more ways to connect with shoppers along their entire journey.”

Cheyney’s role will be crucial in strengthening Vistar’s position within the retail ecosystem and advancing the company’s 2025 strategy, which centres on global expansion and solidifying Vistar as the leading digital out-of-home (DOOH) partner for retail media networks worldwide.

Eric Lamb, SVP of enterprise solutions at Vistar Media, commented, “Retail media networks are transforming the advertising landscape, offering new opportunities for brands to connect with consumers beyond traditional digital channels. With Sean’s vast experience and innovative leadership, we are primed to bring retail media to the real world, empowering retailers and brands to engage consumers where it matters most.”

Meanwhile, Ben Baker, managing director of APAC at Vistar Media, stated, “We couldn’t be more excited to have Sean Cheyney join Vistar Media at a time when retail media is poised for substantial growth. Sean’s expertise will be instrumental in helping us seamlessly integrate digital out-of-home with retail media platforms.”

“As retail media becomes an increasingly vital channel for brands, his extensive experience will support us in developing innovative solutions that create value for both retailers and brands. Southeast Asia, in particular, is embracing retail media, and we are confident that this momentum will continue as we look to the future,” he added. 

London, United Kingdom – Global adtech company Equativ has announced the acquisition of retail media platform Kamino Retail in a bid to expand the adtech company’s suite of solutions for the fast-growing retail media channel and builds on the Sharethrough merger.

Through this acquisition, Equativ and Kamino Retail provide retailers with a comprehensive, independent, and transparent suite of solutions that fully unlock the potential of their advertising space and shopper data. 

The combination of the two technologies allows retailers to reach the full potential of their retail media program, including continuing to enrich their retail media program through innovative and efficient solutions, such as the video retail media that Kamino Retail was the first to launch – as well as the activation of retailers’ 1st party data on Equativ’s inventories. 

Moreover, retailers will be able to build their own retail media stack, relying on the full-API technologies offered by Kamino Retail and Equativ – and thus stand out from growing competition with a tailor-made offer.

Another capability retailers can also tap is optimising the value chain, by regaining control of their technology and their relationships with brands and their agencies, by guaranteeing optimised and transparent management of retail media campaigns. In addition, there is also supporting onsite and offsite activation, for endemic and non-endemic brands, with support for direct sales and full programmatic demand.

For agencies and brands, they can also benefit from Equativ’s newly-enhanced on-site and off-site retail media capabilities, which include leveraging the DSP of their choice for their onsite and offsite retail media activations; leveraging Kamino Retail’s algorithms to maximise the performance of their campaigns: conversion rates, sales units, RoAS; increasing engagement and visibility of their products directly on the retailers’ site, using new high-funnel formats, such as retail media video solutions; and the existence of a independent, interoperable retail media monetisation platform, centralised as a one-stop-shop for onsite and offsite success, compliant with all environments.

Arnaud Crépu, CEO at Equativ, said, “The acquisition of Kamino, alongside our recent merger with Sharethrough, reinforces our commitment to driving innovation and strategic growth within key sectors of the digital advertising landscape. This integration of shared strengths allows Equativ to provide even stronger value for our partners. Offering access to a comprehensive, transparent, results-driven, and ever-expanding suite of solutions ensures we can both continuously cater for evolving needs and enhance our position in the global ad market.”

Meanwhile, Elie Aboucaya, co-founder of Kamino Retail, commented, “More than a choice, this strategic acquisition was an obvious choice for us! Equativ’s proven off-site technology suite, combined with Kamino Retail’s expertise and unique platform, allows us to provide our customers with ever more efficient, agnostic, interoperable and integrated solutions.”

Lastly, Marianne Schneider, co-founder of Kamino Retail, stated, “Equativ’s global presence, combined with their strategic partnerships, provides a significant boost to our international deployment and our technological roadmap.”

The outlook for e-commerce marketing strategies is more dynamic and complex than ever, as digital transformation accelerates and consumer behaviours continue to evolve. As marketing leaders, it’s crucial to recognise the shift from traditional, one-size-fits-all approaches to more personalised, data-driven strategies. 

The rise of artificial intelligence and machine learning enables businesses to analyse consumer data at unprecedented depths, offering insights that drive more targeted marketing efforts. Moreover, the increasing importance of mobile shopping and social media integration requires marketers to adopt a multi-channel approach, ensuring a seamless and engaging customer experience across all touchpoints.

Looking ahead, marketing leaders must prepare for a landscape where agility and adaptability are key. The growing demand for sustainable and socially responsible business practices also impacts e-commerce strategies, pushing brands to align their marketing messages with these values. 

As part of our E-Commerce Marketing 2024 series, we invited industry leaders to share their insights and advice on how to traverse the ever-evolving landscape of e-commerce marketing. From improving customer experience, hyper-personalisation, social commerce to influencer marketing, these are the insights various industry marketing leaders have shared to push forward the e-commerce marketing scene further into 2024 and beyond.

Check out the line-up of published insights by marketing leaders under the series:

For our first byline under this series, Eleanor O’Dwyer-Duggan, CX solution strategist for Southeast Asia at Qualtrics shares her insights on why delivering a superior CX is one of the most impactful, sustainable, and efficient ways to achieve greater business impact in challenging market environments. Learn more about her insights here.

To succeed in the world of digital commerce, Annie Yao, head of growth and market intelligence at Flywheel offers up advice of having a winning recipe that requires a data-driven approach, operational efficiency and the seamless integration of omni-channel strategies. Check out her piece here.

Brick-and-mortar stores and online versions are continuously growing in APAC–but how can brands create a seamless integration between the two? For Keith Ho, strategy lead at NP Digital Malaysia, the answer lies on finding the right model that fits both the needs and interests of a brand’s target demographic and meets them at their convenience. Check out his byline here.

Speaking of seamless commerce, Anson Bailey, head of consumer & retail at KPMG APAC notes in his piece that a seamless online-offline customer experience has now become a baseline expectation. Only by excelling in this domain can retailers expect to lead the market.

When it comes to retail media spend for brands, Sebastian Diaz, head of media innovation at Bench Media explains that marketers recognise the need to provide a personalised shopping experience and retailers are increasingly monetising access to ad spending across their websites and in-store activity. Check out his piece here.

In this piece by Vikram Kharvi, CEO at Bloomingdale Public Relations, he explains that AI-driven hyper-personalisation in e-commerce marketing offers numerous benefits, but it’s essential to address the concerns it raises and find a middle ground that satisfies both the business and its customers. Learn more about it here.

Speaking of AI-driven solutions, David Ko, managing director at Ruder Finn Interactive Asia (Ruder Finn Asia) notes that by embracing transparent and responsible AI practices, companies can unlock the full potential of personalised marketing while building and maintaining the trust of their customers. More of this here.

Ynes Nar, head of account, marketing strategy & client servicing at Tomato Interactive Singapore (BlueFocus company) focuses her piece on the fact that as this new era of social commerce unfolds, those who understand and harness its potential will not just survive but also lead the way in this new era of social commerce–thanks to KOLs who support their campaigns.

The future of e-commerce marketing–according to Francis Dy, head of innovation at Wavemaker Philippines–is set to be defined by an intricate blend of advanced technology, personalisation, and a commitment to sustainability, all while maintaining a human-centric approach. Learn more about this outlook here.

For Glenn Gore, chief executive officer at Affinidi, as the latest technology trends diving into how consumers’ lives continue to merge with the digital realm, personalised experiences are beginning to see even stronger demand. Check out his piece here.

Should marketers channel more resources into attracting the right audience, or should they optimise their websites to convert visitors into customers? In this piece by Sebastian Klett, general manager at Balance, he explains that brands must evaluate current strategies, make the necessary adjustments, and ensure that every step of the digital experience guides their audience toward becoming loyal customers.

APAC is witnessing a significant shift in consumer behaviour, with the rise of direct-to-consumer (DTC) brands becoming a major disruptor in the retail landscape. To ride this growing trend, Kevin Daniel Kuntoro, regional commerce head at Summer International explains that to ride this success, this depends on their ability to adapt to changing consumer behaviours; prioritise key trends and insights; utilise social media and influencer marketing to build trust. Check out his piece here.

In this last–but not least–piece of this series, Sorrel Kesby, head of global commercial operations at GumGum explains that capitalising on the e-commerce boom of recent years calls for a strategy that meets customers in the right place and in the right mindset.

As we move into 2024 and beyond, the outlook for e-commerce marketing strategies is both exciting and dynamic. Businesses will need to adapt to rapid technological advancements, such as AI-driven personalisation, voice search optimisation, and augmented reality, to create more immersive and tailored shopping experiences. The emphasis on data privacy and ethical marketing practices will also grow, as consumers demand greater brand transparency and trust.

Additionally, leveraging social commerce and influencer partnerships will continue to play a crucial role in driving engagement and sales. Overall, successful e-commerce strategies will be those that blend innovation with a deep understanding of consumer behaviour, ensuring brands remain agile and relevant in a constantly evolving digital landscape.

Singapore – Global commerce media company Criteo has announced a strategic collaboration with Microsoft Advertising to bring Microsoft Advertising’s extensive demand to Criteo’s global network of 225 retailers. 

Microsoft Advertising also intends to work with Criteo as its preferred onsite media partner, extending Criteo’s monetisation technology to Microsoft Advertising’s retailer clients, creating an even more unified retail media ecosystem.

This collaboration would expand the companies’ longstanding relationship and is expected to bring new revenue to Criteo’s retail media network partners. In turn, it would empower over Microsoft Advertising’s 500,000 active advertiser clients that operate across 187 global markets to achieve stronger, measurable performance for their campaigns within a singular, unified platform.

Criteo is also exploring the potential to tap into Microsoft Advertising’s leadership in generative AI and innovations, such as its AI-powered Retail Media Creative Studio, which makes it easier for advertisers to create and optimise their ad creatives at scale with the power of generative AI.

Lynne Kjolso, vice president of global partnerships and retail media at Microsoft Advertising, said, “Together, Microsoft Advertising and Criteo can chart a new path forward for retail media, empowering the entire ecosystem with scale, simplicity, and innovation. We’re pleased to further our integration with Criteo, a leader in retail media and performance advertising, and look forward to exploring future opportunities.”

Meanwhile, Brian Gleason, chief revenue officer at Criteo, commented, “We’re thrilled to expand our relationship with Microsoft Advertising to make it easier for brands to buy retail media and for retailers to expand demand into their media solutions. We look forward to continuing to evolve our collaboration and help drive growth across retail media.”