As retailers continue to invest in new ways to let advertisers reach consumers via their online properties, Sam’s Club is the latest to give its ad network a major overhaul.
In addition to giving online shoppers new search capabilities, Sam’s Club now lets advertisers buy sponsored product ads through a self-service platform called the Membership Access Platform (MAP). The platform allows clients to target shoppers based on search behavior, past purchases and membership info.
The Walmart-owned company today is rolling out a number of updates across its website, app and curbside pickup e-commerce options. Along with giving online shopping new search capabilities, Sam’s Club will now let advertisers buy sponsored product ads through a self-service platform called the Membership Access Platform (MAP) to target shoppers based on search behavior, past purchases and membership info. Marketers will also be able to retarget people off Sam’s Club’s platforms through programmatic ad partnerships with The Trade Desk, IRI and LiveRamp.
Marketers will also be able to retarget people off Sam’s Club’s platforms through programmatic ad partnerships with The Trade Desk, IRI and LiveRamp.
Acronym’s EVP, Performance Marketing, Gregg Manias offered his perspective:
“Sam’s Club is joining Target, Walmart and a few others who already share their first-party data with Trade Desk. As brands decide whether they should build their own clean room to deal with data sharing, Trade Desk provides more measurement value to their programmatic partners than they did just two years ago.
The new partnership will help brands understand the lifetime value of a customer. It also helps trace what customers are searching for both online and offline because it can all be traced back to the credit card.
Although Amazon has had the lead for years, competition is heating up. Retail media also helps marketers get better behavioral targeting data and more quickly track sales data rather than waiting for an entire quarter or longer to see how products are moving on shelves.”
Retail media continues to see significant gains. In the U.S. alone, retail media ad sales are expected to climb 39% from $29 billion in 2021 to $40 billion in 2022, according to Forrester, which predicts that could double to $85 billion by 2026.
And as third-party cookies become less effective, marketers want new ways of reaching consumers beyond traditional search and social media. If you’d like more information or want guidance on how your brand can drive conversions through programmatic ad partnerships with The Trade Desk, IRI or LiveRamp, give us a call. Our eCommerce and Marketplaces experts are here to help.
