""That's where the goodness really lies: being able to plan, optimize, measure in a very different way," said Lomelino. "The suppliers/advertisers permission their partners into this ecosystem, but instead of having to manually hand over data to their agency or their tech partner, they can actually now start streaming the data.""
"Lomelino believes the sheer volume of the expanded Scintilla data feed should generate demand. "It's almost 500 retail metrics and insights that these tech partners and agencies haven't had access to and they're well beyond what I would call traditional media measurement insights. Because it's total retail performance, it's omni channel.""
Walmart Data Ventures has introduced the Scintilla Media Data Feed, allowing advertisers and agencies to securely share first-party operational and retail data via a scalable API. This new offering enhances access to commerce-side data, providing insights such as near real-time inventory updates and regional performance trends. The API aims to streamline data sharing, enabling advertisers to plan and optimize campaigns more effectively. With nearly 500 retail metrics available, the expanded data feed offers insights beyond traditional media measurement, focusing on total retail performance across channels.
Read at Digiday
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