"Retail media has broken through some critical threshold and is no longer the straightforward digitalization of shopper marketing budgets. Now, retail media isn't just taking the ad spend that would have gone to coupons or cardboard cutouts and repurposing it as sponsored product listings for online grocery searches. And there is a growing sense that whole new categories of spend might open to retail media as a channel, sometimes perhaps without the advertiser even realizing."
"The integration alone isn't a game changer for Criteo, revenue-wise. But it's valuable, as Criteo's president of retail media Sherry Smith told me at the time, because many search advertisers have the necessary assets to run a retail media ad (a product catalogue and live pricing feed) but don't use the channel. They don't think of retail trade marketing as part of their business. Now, via the Google search console, those advertisers might just slip sideways into retail media placements without being aware."
Major payments and commerce platforms launched commerce-media initiatives, including Mastercard Commerce Media, PayPal's ad network for small-business merchants, and partnerships like Criteo with DoorDash and Instacart with TikTok. Microsoft announced plans to move its DSP customers to the Amazon DSP. Retail media has expanded beyond conventional shopper-marketing digitization into broader advertising categories and may capture ad budgets unaware, as advertisers often possess product catalogs and live pricing feeds but do not treat retail trade marketing as part of their strategy. Integrations such as Criteo's SSP with Google Search Ads 360 could propel search advertisers into retail-media placements via existing tools.
Read at AdExchanger
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