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Retailers Are Learning to Sell—But This Time, It’s Media (Part 2/3): The Retail Media Tech Stack
Description
In this special 3-part series, Jordan Witmer, Managing Director of Unified Commerce at the agency Nectar First, joins Kiri to riff on the business of retail media from an advertiser, technology, and retailer perspective. we discuss about how retailers are jumping into the business of selling their ad inventory to brands. As they stand up these highly profitable properties, retailers need to grapple with a very "retail" challenge: their unique value proposition - but this time to advertisers rather than consumers
In today's episode, we discuss why some retailers are hesitant to disclose details about their tech stacks and how standardized technologies can benefit retail media buyers. Jordan highlights the importance of identifying the underlying tech used by retail media networks and provides insights into the key questions media buyers should ask to understand these systems. The episode also delves into the red flags media buyers should watch out for, emphasizing the need for transparency and trust in the industry.
Link to Jordan's post about Product versus Keyword Targeting within sponsored product ads: https://www.linkedin.com/pulse/expanding-sponsored-products-conversation-jordan-witmer-tehqe/?trackingId=zLjMV%2F3kROKDRueyDPnSug%3D%3D
Link to Jordan's LinkedIn profile: https://www.linkedin.com/in/jordan-witmer-b220b646/
Link to Nectar First: https://nectarfirst.com/
PRODUCED BY:
CHAPTERS:
(00:00) About Today's Topic
(00:27) About the Show
(00:48) Introduction and Recap
(01:13) Retail Media Networks and Technology
(02:03) Identifying Backend Technologies
(03:00) Understanding the Ecosystem
(05:11) Questions for Media Buyers
(06:24) Red Flags in Media Buying
(07:23) Transparency and Trust Issues
(08:19) The discussion continues
(08:30) Outro
SOCIAL LINKS:
Website: https://www.retailmediabreakfastclub.com
LinkedIn: https://www.linkedin.com/in/kiri-masters/
YouTube: https://www.youtube.com/@retailmediabreakfastclub
Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//
Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb