4 Retail Media Deals That Changed the Industry in 2024

These acquisitions have put Publicis aheads of different holding corporations, in accordance with specialists.

“If I’m at an company holding firm, I’m taking a look at what Publicis has been doing round retail media and saying, ‘We’re going to get completely left within the mud if we don’t look actually laborious at some corporations to shore up our providing to the market,’” mentioned Sean Cheyney, head of retail media at Vistar Media.

It’s one thing that analysts together with Lipsman have speculated factored into Omnicom’s decision to acquire IPG, as the 2 holding corporations mixed have a greater probability at competing towards Publicis for commerce advert {dollars}.

“That Mars acquisition goes to flourish fairly strongly in 2025,” Cheyney predicted.

Microsoft shutters PromoteIQ, strikes cope with Criteo

Microsoft first acquired retail advertising startup PromoteIQ in 2019, signaling that it, too, wished in on the retail media {dollars} that Amazon was raking in.

In July, although, Microsoft and Criteo introduced a new retail media partnership. That deal appears to have eclipsed its work with PromoteIQ, successfully shutting down the retail media firm, in accordance with retail media observers.

The collapse of PromoteIQ created a frenzy amongst commerce platforms vying for the enterprise that was left over, Cheyney defined. That prompted some retailers to rethink their total retail media technique, which led to the rise of tech companies like Zitcha, Placement.io, and Pentaleap, he continued.

These tech companies function a “single entrance door” to retail media companies in order that advertisers can extra merely purchase stock throughout on-site, off-site, and in-store placements.

“There could also be a number of platforms [powering the backend], however to whoever is interfacing with the UI, it simply looks as if a ‘one-stop store’ the place the entire shopping for and reporting funnels via,” Cheyney defined.

Finest Purchase and CNET mix advert stock and first-party information

Within the first of what Lipsman predicts shall be many partnerships of its type, Best Buy and CNET mixed their advert stock and audiences in April.

“[It was] the primary domino of this inevitable development of digital writer partnerships with retail media networks,” Lipsman defined. It’s not simply delivering Finest Purchase adverts into CNET content material, he emphasised, it’s additionally bringing CNET content material into the shops in a manner that goals to help in-person shopper experiences.