6 minute read
Solution Provider News
from P2PIQ-0521
by ensembleiq
Criteo Retail Media Adds New Partners
Tech company Criteo expanded its Criteo Retail Media API program with new partners including Pacvue, Perpetua, Flywheel, Kenshoo and Tinuiti. The program enlists partners that can give brand advertisers more choices for managing and optimizing their retail media campaigns at top retailers while expanding their activity to reach highintent shoppers in new, cookieless channels. In a report with Forrester Consulting, Criteo found that 76% of brand advertisers in North America said that the growth of their businesses depends on retail media advertising.
Tops Friendly Markets Picks Inmar Intelligence for Its Retail Media Network
Tops Friendly Markets is expanding its use of Inmar Intelligence’s retail cloud to include targetable and attributable on-site and o -site media at scale to accommodate brand advertising. Leveraging these additional capabilities as a part of the Tops Shopper Link Digital Media Network will allow brands to access ad placements on topsmarkets.com, shopper-targeting o site ad placements across programmatic media and paid social, and real-time sales reporting at the UPC level.
Tops was already an Inmar Intelligence partner for shopper incentives and loyalty, through which digital promotions are integrated into supplier campaigns. The Inmar Intelligence Retail Cloud is powered by ShopperSync, a data intelligence platform that enables retailers to leverage their rstparty, anonymized transactional data across all media and promotions channels in their network while managing permissions and governance rights.
Albertsons, Google Hope to Reinvent Grocery Shopping
Albertsons Cos. and Google have formed a multiyear partnership aimed at making shopping more convenient. The partners are developing digital shopping aids such as shoppable maps with hyperlocal features, AI-powered conversational commerce and predictive grocery list-building via Google Cloud. Later this year, Google Maps will provide information about online ordering from many Albertsons stores directly within mobile search.
The partnership builds on projects already implemented to improve the shopper experience. For example, Albertsons this spring began using Google Business Messages to help consumers get up-to-date information about COVID-19 vaccines at the retailer’s pharmacies. The companies said their teams have been collaborating behind the scenes for the past year.
Crisp Joins Nielsen IQ Connect Partner Network
New York-based Crisp, which in December launched what it called the rst programmatic commerce platform for food and beverage brands, has joined the NielsenIQ Connect Partner Network. The partnership allows the Crisp platform to give food and beverage brands direct access to NielsenIQ Retail Measurement market data within their own tools, such as Snow ake, Microsoft Azure, Power BI and Excel. According to Crisp, this will provide a process for executives within production, marketing, merchandising, supply chain and other departments to leverage NielsenIQ market data and insights to improve and optimize business operations.
NielsenIQ collects consumer sales information from roughly 900,000 stores, including grocery, fresh produce, pet, cannabis, drug, convenience, discount and e-commerce retailers. That market data can be integrated with real-time business data via the Crisp platform to o er new perspectives on current business performance and opportunities.
Innovatus Capital Partners Acquires Public Label and Match Retail
Investment adviser and portfolio management rm Innovatus Capital Partners has acquired Match Marketing Group’s Public Label and Match Retail from South eld Capital. The acquisition comes on the heels of Innovatus’ January purchase of VSA Partners, a design and brand experience agency that represented the foundational entity in a planned global marketing services platform. The acquisition marks the next stage of evolution for Public Label and Match Retail following Match Marketing Group’s restructuring and o cial launch of the two agencies in December 2020.
Solution Provider News
Diversity, Sustainability Drive 2020 Product Trends
RangeMe released its annual end-ofyear Retail Recap report, which analyzes data from the company’s retail buying platform. The report, which showcases data that supports industry trends based on real-world search data from retail buyers across the U.S., identi ed diversity and sustainability as the leading CPG product trends amid the COVID-19 pandemic.
In 2020, COVID-19 supplies and CPG essentials experienced dramatic growth across categories, including frozen foods, pasta sauces, diapers and, of course, toilet paper. The health and beauty category played a big role in increasing the visibility of personal virus protection products, as buyers searched for healthconscious and better-for-you products. The trend in personal virus protection products was evident in high-growth keywords that most buyers searched for on the platform, including face masks and disinfectants.
Collaboration Platform Launches for Retailers and Suppliers
Surefront, an end-to-end collaboration platform, made its debut at Groceryshop 2021. The company was founded by California Institute of Technology engineer Dr. Luke Wang to solve industry pain points for retailers and that Wang has dubbed a “uni ed collaboration management” platform that he modeled after the Bloomberg Terminal computer software system. Surefront streamlines the tools needed for merchandising, product development and internal/ external communications. It unites retailers and suppliers on a single platform with product data and communications tools for bringing products to market more e ciently.
As part of its capabilities, Surefront aims to streamline bulk uploading for thousands of products, provide tools needed for product lifecycle management and expedite product syndication with custom formatting for users.
NielsenIQ Now a Stand-Alone Company
NielsenIQ began a new chapter as an independent company with the closing of its acquisition by Advent International in partnership with incoming executive chairman and CEO James Peck. As a standalone business, NielsenIQ says it is positioned to accelerate transformation and strengthen its position in the market. The company is planning new capabilities while it re nes existing operations. It was formerly known as Nielsen’s Global Consumer Business.
Quotient Teams with Peapod Digital Labs on Promotion Ampli cation Tool
Quotient Technology partnered with Peapod Digital Labs to make promotion ampli cation part of the solution provider’s Retailer Performance Media platform. Peapod owner Ahold Delhaize USA banners are the rst to o er the tool through the AD Retail Media platform. The solution – for which Quotient has led a patent – combines retailer POS and loyalty card data with weekly temporary price reduction (TPR) feeds to target and automate digital media to the right audiences at the optimal time. This triggers programmatic digital media on Quotient’s platform that delivers accurate and speci c information for each promotion and leverages exible, custom creative from the brand. Media is delivered to granular audiences to amplify the TPR that the advertiser is o ering that week, only while it is available. Performance of the ampli ed TPR can be tracked through to impact on sales.
Verizon Media Partners with Catalina to Link Ads to In-Store Sales
Verizon Media has become the rst demand-side platform to be integrated with Catalina’s data, allowing brands to link in-store and online purchases to digital media in uences in real-time.
The partnership includes in- ight sales analysis matching media exposures to observed purchase events on a daily basis. Powered by Verizon Media’s identity graph, the tool helps advertisers understand the e ectiveness of their media at the userlevel in real-time. This allows for informed in- ight adjustments that enable advertisers to make the most of their campaigns. Post-campaign measurement through Catalina might also provide independent validation of incremental sales impact to verify e ective optimizations through sales lift measurement in partnership with Verizon Media. IQ
