By John Reiss, VP of Business Development at Axonet
The increased value of first-party data (thanks to third-party cookie deprecation and privacy protections) has changed the advertising game for good… forcing data silos down and buyer / seller roles to blend.
Sales and marketing are closer today than ever before (with more room to cozy). This collaboration will improve investment performance and experiences across publishers (commerce / retailers included), advertisers, and consumers / shoppers.
This article – Everyone both buys and sells ads, by Jim Warner – offers several highlights:
- Commerce media is the collection and use of a company’s first-party data used to power advertising experiences.
- Collaboration via Clean Room questions to ask. Do you have a big enough customer overlap that would make a clean room useful? What identifiers (email, phone number, IP address) do you both have?
- Launching a commerce / retail media platform? A base of owned media inventory is the best place to start.
At Axonet, we’re building a C-store Data and Media Gateway based on aggregated and normalised retailer first-party data (direct from POS, loyalty, and digital properties across chains and independents) and a best-of-breed partner network, including clean room, promotion network, audio and digital ad servers, and more.
