Have retail media networks already become so common that new ones are no longer worth a mention? Quite possibly. But it still seems worth reporting that Marriott has extended the category to include hospitality companies, illuminating its overlap with digital-out-of-home networks. Yahoo will provide the underlying technology.
Google has granted permission for publishers to use Lotame’s cookieless identifier, Panorama ID, within its Encrypted Signals for Publishers (ESP) program. ESP (get it?) lets publishers share an encrypted ID based on first party data to buy and track audiences. The ID is based on a cross-device identity graph maintained by Lotame and has been adopted by more than 18,000 publishers.
The headline “Omnicom Media Group Launches Industry’s First Supply Chain-Based Media Activation Tool” sounds like a clever, if far-fetched, bit of newsjacking. But it turns out they’ve really given media planners a tool to adjust the products they advertise based on retail availability, pulling out-of-stock items and pushing available substitutes. It’s an impressive bit of technology.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)