what you should know before monetizing your data

He retail media It is the union of two different worlds that converge in this discipline and that are doomed to understand each other in order for it to be a successful strategy. Amazon, who invented retail media, has had to buy several companies in the advertising world to complement its strategy. In an opinion piece, Salvatore Cospito, CEO of MEDIA REETMOstands out among the most relevant purchases Rocket fuel and Sizmek, a DSP and an advertiser adserver, “just what your ADV solution was missing to complement each other and be considered a 360º retail media”Add.

cospito explains that merging Amazon data and buying from these companies has made Amazon’s ad stack unique and relevant to both endemic and non-endemic brands, making Amazon a major player in the ad world for a reason. of weight: to be one of the few players that offers transactional data at scale. That is to say, with Amazon DSP you can buy transactional data and from a HUB in London without having to maintain local deals.

This has caused a run-run of all AdTech solutions to the world of retail so that they too could drink from the holy grail. The recognized holy grail is the transactional data of retail, the one that transforms the way of doing marketing thanks to the data of the e-shopper that, to be frank, you have to know how to use and evaluate to be successful. If not, better buy retargeting, SEM and four more things”, underlines the CEO of REETMO MEDIA.

Programmatic, the “philosopher’s stone”

This whole situation, it goes on cospitoIn addition, it is at a time when all programmatic experts are questioning the role of the DSP in the technological stack due to the birth of the so-called curator marketplaces. A curator marketplace or curated marketplace is a platform that connects directly to an SSP and allows you to select the publisher’s advertising offer with a lot of other variables, among which there is a more accurate bid price analysis, but it has a very extreme advantage over to a DSP. It allows making this selection at the origin of the programmatic demand and not at the end.

That is, it clarifies “When an SSP launches the bid request, the DSP bidders have to receive it, decipher it and, in a few milliseconds, assign it to the campaign that best suits that request so that it can win the bid. Well, this, with a curator, does not happen because the curator prepares the inventory before that bid request is generated, so you avoid the problem that surely has happened to you of not entering the bids of my target”.

Access to data as added value

In the opinion of cospitoOne of the compelling reasons why one DSP can be considered better than another is due to the exclusive access to data, that is, if you want to buy that data, you have to buy media with that DSP (such as, for example, Amazon DSP only allows you to buy the data from Amazon, no other)”.

In this sense, each DSP has different commercial strategies: the data as a commodity, and data as a service. In the first, he details, “some companies have made the decision to include the data in the technological fee, so using a DSP you have the added value of being able to use this data. We can define it as a true freemium or free model, it is not known why there is no contact with the data provider”. For his part, in the second, according to cospito, “We have observed that companies have registered in the DSP data marketplaces that make their infrastructure available for integration and use in exchange for a percentage of the cost of the data transaction sold. Here the data provider has more transparency, but the technological costs make planning much more expensive than the first option”.

The mandatory questions for a retailer

In the words of the CEO of REETMO MEDIA, “for any AdTech platform data differentiation is essentialbut if we are data generators and we want to monetize it, we have to ask ourselves these questions”.

At this point it stands out: Am I selling the data where I will have more control? Am I attacking the market at the point where my data is most valuable to me? How do I make sure to isolate my data? Does this collaboration allow us to expand my monetization pathways without changing my infrastructure? Is it scalable for all monetization solutions like social and insight? “The answers to these questions are very clear and unique so that the retail business can be protected in some way,” indicates.


Finally, in the opinion of cospito, “Retailers are very afraid of sharing their data and rightly so. What we have to do from the advertising industry is that they feel safe in doing it and, above all, that it is something that complies with the regulations. In the programmatic environment, the most open discussion is about how compliant the OPEN RTB protocol is, so any platform with continuous access to data should be ruled out, at least in direct access. The issue of data control is as delicate as it is fundamental for retail and there are solutions that allow you to do this in a secure, scalable way and responding a bit to the questions above”.

The way

In this sense, cospito gives the solution: “The path is marked by the scalability of the technology and being compliant. For these two reasons, it seems that the best way is to isolate thethe data in a Data Clean Room and from there distribute it to all approved monetization channels”.

“The argument is easy: more control, more scalability, more value to your data and, therefore, more profitability than at the end of the fair is the objective. If to start your strategy retail media you start spending, my advice is to go to the starting box again ”concludes cospito.

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