Walmart, Albertsons execs discuss the promise of AI and opportunity for marketers to more fully embrace retail media at Possible
Retail media networks and the powerhouse retailers behind them took the mic at the inaugural Possible conference and expo in Miami yesterday, extolling the value of RMNs. Notably, Kristi Argyilan, senior vp of retail media at Albertsons Media Collective and William White, CMO of Walmart, talked of the imapct of artificial intelligence — a strong theme throughout the conference — on RMNs, while offering guidance on how to convince skeptical marketers to get in on the action.
But RMN-related news broke beyond the walls of the Fontainebleau Hotel where the conference was being held. Disney today announced a deal with Kroger (with which Albertsons is hoping to merge next year) to bring that retailer’s shopper and purchase data insights to Disney streaming beginning with Hulu. The companies quietly launched a beta program to activate purchase insights in streaming, working with PepsiCo., which alpha tested the program.
Argyilan discussed the role AI can play in helping RMNs more effectively work. “Think of a lot of the tasks that humans still have to touch — simple things like optimizing campaigns — and how AI can accelerate that and get us to a place to do more optimizations in any given campaign,” Argyilan said.
White said his main message to marketers skeptical of RMNs is that “if your marketing remit is to drive growth for your business, then you’re probably going to want to play in the retail media space. The way that we’re able to reach customers who are in the moment of buying really helps drive brands forward. I’m not really sure what there is to be skeptical about.”
-
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
-
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
-
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
-
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
