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Imagine a world where you can measure the impact

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of your marketing activity on actual in-store online sales.

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Sounds like the holy grail of advertising, right?

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Well, forget proxy metrics, like clicks and views.

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Let me introduce you to what's predicted

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to be the third wave in digital advertising.

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I'm talking about retail media.

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You see, as major retailers make their customer data

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available to advertisers,

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it opens a whole new world of opportunities.

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Today on the resource desk,

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we'll dive into retail media revealing

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how it can help you reach your most desired audience,

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measure real world sales,

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and optimize our digital campaigns across the open internet.

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First, let's quickly define retail media.

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Broadly speaking, it's an umbrella term

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covering the different ways you can reach

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and connect with your audiences digitally.

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Onsite digital retail media refers

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to when the retailer runs campaigns

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for you on their own website or app, for example.

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While these campaigns can drive sales, they're not

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so good at building brand awareness.

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Offsite. Digital retail media is

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where you can use retailer data, real purchase data,

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if you will, to buy ad inventory across the open internet on

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channels such as display video

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and audio connected TV and digital.

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At home. With offsite,

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you will likely have more control over how, where

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and when to run your campaigns.

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But best of all, you can use this data to help

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optimize towards real business outcomes, like in-store

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and online sales, or while your campaign is live.

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Now let's look at three ways you can use retail data

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to help you find and reach your next customer.

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First up, you can use retail data to create past purchase

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and product-focused segments.

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Humans, it turns out, are creatures of habit,

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so the deeper your record of their past transaction data,

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the better your predictions of how

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and what they'll buy in the future are likely

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to be everything from nappies to noodles, dog food,

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to dumbbells, all the latest beauty products if they're

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buying it in store or online.

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You can use this data to help predict shopping habits

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and reach people who are more likely

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to purchase your product even

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if they never have in the past.

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Now, whether you sell your products through retailers

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or not, retail data can still be valuable to you,

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which brings us to the second way you can use retail data

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to build segments around lifestyles and life stages.

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You had a customer who bought University

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Essentials a few years ago.

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Recently they started buying nappies.

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You could infer that this customer is a new parent

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and is likely in market for all products

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that come with having a baby.

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Non-retail products can benefit from this data too.

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Think insurance plans

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or savings accounts, we all want

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to protect the things we love most, right?

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Customers have trusted retailers with their data for years,

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and maintaining that trust is crucial.

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That's why when it comes to allowing marketers

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to use their data, many retailers rely on companies like the

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Trach Desk to activate it in a privacy conscious way.

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What's more as the data is usually linked back

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to an email address, you can use industry identifiers like

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EUID without having to rely on third party cookies.

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The third way you can use retail data is

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for omnichannel targeting.

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So back to your customer, a 20 something

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who streams reality shows at home, listens

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to crime podcasts on their commute, browses product,

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on their laptop, at a coffee shop,

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and finally makes a purchase in store.

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You guessed it. Retail data isn't just

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a tool to help drive sales.

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You can use it to help raise awareness, expand your reach,

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and run smart omnichannel campaigns on high impact formats

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like Digital Outof, home and Connected tv.

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And by activating retail data on platforms like the Trade

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Desk, you can work towards gaining deeper insights

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to help optimize your campaigns

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and ultimately give your customers the best

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experience of your brand.

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So now you can see why advertisers are excited

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to put retail data to work.

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It can help you reach your best customers, plus millions

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of new ones, right when it matters.

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And as we partner with some

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of the world's largest retailers, you get a single,

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straightforward and consistent way to help target, measure

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and optimize your campaigns more

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effectively, all in one place.

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Thanks for joining me today on the Resource Desk.

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Be sure to stay tuned for more on the future of retail data.

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See you next time.