Marketers can harness the full potential of retail media networks by adopting a strategic approach.
Retail media networks present a compelling opportunity for marketers, offering a direct link between ad spend and sales. However, the pricing structures within these networks can be complex and opaque, potentially impacting a brand’s profitability. This guide provides insights into the pricing of e-retail ads and programmatic extensions, helping marketers navigate these complexities.
This guide will:
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Explain the factors influencing the pricing of e-retail ads, including margin considerations and the role of loyal buyers.
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Discuss the challenges of programmatic extensions, including data verification and the importance of measuring incremental change.
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Offer best practices for purchasing and negotiating retail media, including benchmarking, testing, and role differentiation.
