Ulta Beauty has launched a new phase of its retail media network, UB Media, partnering with Rokt to feature AI non-endemic ads for various brands to its 44 million loyalty members.
The integration of Rokt's AI-driven system aims to create curated, rewarding experiences for shoppers, minimizing the impression of traditional advertising while maximizing relevance.
By utilizing first-party shopper data, UB Media will allow advertisers to reach Ulta customers in innovative ways, potentially driving app installations, service bookings, or rewards program enrollments.
The shift in Ulta's advertising strategy illustrates its desire to stay competitive in the retail landscape, especially against established players such as Target and Sephora.
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