Simply put, Incrementality is a method for measuring the true value of marketing efforts. The Interactive Advertising Bureau (IAB) defines it as quantifying the causal impact of marketing strategies on sales and other outcomes while eliminating external influences, ensuring that results are directly attributed to advertising efforts. […]
Despite AI’s growing capabilities, a marketer’s true value lies in understanding the company’s products, customers, and market dynamics—and then leveraging the right marketing tools to communicate that value effectively. […]
Retailers who fail to recognize this critical shift risk losing out on brands’ advertising budgets. As eMarketer analyst Andrew Lipsman noted: “If retailers want to capture more media spend, they must shift away from a traditional retailer mindset and adopt practices akin to those of advertising media companies.” […]
Achieving success with a full-funnel retail media strategy requires more than simply optimizing for specific metrics. A true full-funnel strategy demands a measurement approach that comprehensively captures the consumer journey—from initial brand awareness to post-purchase loyalty building – ensuring no stage is overlooked. […]
To deliver a truly memorable retail experience, having a top-tier e-commerce platform is essential (and a great starting point for building a retail media network). However, integrating various in-store media channels takes it to the next level. By leveraging relevant content, retailers can enhance the personalization of the shopping journey, [...]
Bridgewell RMN achieved remarkable results: reducing CPM costs by 70%, boosting product views and ad click-through rates by 551% and fourfold, respectively, and increasing the cart addition rate by 192%. […]
AI technology enables highly personalized ad delivery, enhancing the consumer experience while minimizing unnecessary waste and exposure for advertisers. Additionally, AI greatly benefits ad management and optimization by automating performance monitoring, real-time strategy adjustments, and streamlining operations to save time and effort. As competition in the advertising market intensifies, traditional [...]
The 2025 CX trends show how AI and digital ads reshape brand-consumer interactions, from shoppable ads to sustainable CX, boosting precision, loyalty, and market competitiveness. […]
In Retail Media Networks (RMN), advertisers need to leverage retailer data, such as consumer purchase history and browsing behavior, to implement precise marketing and advertising strategies. Data Clean Rooms provide a secure data exchange platform, where retailers can input these data for processing, and advertisers can obtain anonymized analysis results [...]
As an inherently engaging format with interactive elements, video advertising can further leverage its strengths when combined with retail media data. By using more precise audience data, video ads can deliver tailored content and creative materials to communicate effectively with consumers at every stage of their purchasing journey. […]
