Feeding A DSP With Shopper Data | AdExchanger

"And, often, the value of this data increases when it's nested within a larger company. For example, Infillion acquired Catalina this week, as it plans to infuse its DSP. In some ways, the MediaMath DSP- Catalina data combo emulates Amazon, whose DSP is superpowered by its ecommerce sales data."

"For example, Walmart's retail media business is now larger than Snapchat's. All kinds of companies are spinning up retail media businesses, from financial services to airlines to sporting good stores. Smaller retail media businesses may struggle to scale, but sometimes niche data is the most valuable of all."

Retail transaction data has become increasingly valuable when integrated into larger technology platforms. Infillion's acquisition of Catalina demonstrates how DSPs are combining retail data with advertising capabilities to compete more effectively. This mirrors Amazon's strategy of leveraging ecommerce sales data within its DSP. The trend reflects two key market dynamics: DSPs need differentiation in a crowded marketplace, and retail media networks are rapidly expanding across diverse industries including Walmart, financial services, airlines, and sporting goods retailers. While smaller retail media businesses face scaling challenges, specialized niche data often commands premium value. Additionally, agency spending patterns across major platforms like Google, Meta, The Trade Desk, Disney, and Spotify reveal competitive intelligence about media investment strategies.

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