“It’s an opportunity to better understand consumers, how and where to reach them, as well as what are the right messages for where they’re at in their life cycle,” Mariano said.
For non-endemic brands, retail media data can still have potential when used creatively. Mintz talked about using related product sales data to target a potentially interested audience.
“The example I always give is if you’re looking to sell life insurance, knowing that somebody just bought diapers for the first time can be a really powerful data signal,” Mintz posited.
Ultimately, if retail media networks can drive a brand’s business, a brand will deem them successful.
“The best thing you can do is drive their business and make them feel it,” Mintz added. “We’re going to be running media, and if they see their sales go up, and we can show them data, and they feel it in their business, that’s when it’s truly going to matter.”
