As marketers head into the third straight anomalous Q4 holiday season, you can no longer call it “unprecedented.” With anxiety about the economy, inflation, and supply chain challenges, this Q4 promises to be yet another period that will bring unique challenges and be hard to plan for. Our experts have been collecting data-driven insights on how to navigate these challenges in order to see a successful Q4. In our Q4 Playbook, we'll cover everything you need to know, from Retail Media planning and holistic Marketplace operations to using Influencer, Affiliate and Lifecycle Marketing to reach and activate your ideal customers.

1. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah humbug! No inventory! — Getting Creative With
Email Marketing Content in the Age of Supply Chain
Snafus
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET

2. Deck the Halls
of Retail Media
Creating Your Q4 Plan

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
ELIZABETH MARSTEN
Group Director, Marketplace
Strategic Services

7. 7
API Partners
Top Tier Independent
Search and Display
Amazon Partner
1 of 13
Instacart Agency
API Partners
1 of 14
Walmart Connect
API Partners
1 of 9
Target Product Ads
API Partners

8. Agenda
● Charts of Retail Media Cheer
● Programmatic Gifts & Good Tidings
● Audience & Funnel Seasonal Greetings
● Dash Away Timelines and Ad Types
● ‘Twas the Night Before. Literally.
8

9. Is it time for pumpkin
spice-flavored things yet?
● I’m already there
● Not quite yet - has to be September
● Nope nope nope
POLL

10. It’s Going to Be OK
10

11. Brick & Mortar US Retail Media Networks
Channel
Avg/Monthly
Uniques# Online
In Store/
Avg Monthly
Visits
Loyalty
Program
SSP (SS) DSP (SS) Marketplace
Same Day
Delivery
Stores Store in Store
Walmart 110m 960m Walmart+* private/API
The Trade
Desk
Walmart Plus 4,742 -
Target 100m 56m Circle App Criteo Agnostic Plus Shipt 1,931 Ulta, CVS
Kroger 30m 252m
Club card
Boost*
PromoteIQ Agnostic Mirakl
Boost
Instacart
2,700
Bed, Bath &
Beyond
(online)
Best Buy 104m -
My Best Buy
Total Tech*
Criteo No No Instacart 1,036 -
Home Depot 183m 132m Pro Xtra PromoteIQ No No No 2,300 -
Macy’s 180m 14.8m Star Rewards Criteo No No No 867
Toys R Us
(online)
Ulta 39m -
Ultimate
Rewards
Criteo No No DoorDash 2,690 Target
CVS 107m 135m
ExtraCare
Care Pass*
Criteo No No Instacart 9,809 Target
Walgreens 36m 168m myWalgreens Criteo
The Trade
Desk
Open AP
No Shipt Instacart 9,021 -
*fee based
SS = self service
Sources: direct from retailer, Statista, Numerator, SimilarWeb and retailer earnings call statements

12. Digital Retail Media Networks
Channel
Avg/Monthly
Uniques#
Loyalty
Program
SSP (SS) DSP (SS) Marketplace
Same Day
Delivery
Demo (F/M)
Ads
Launched
Stores
Key B&M
Partnerships
Amazon 200b Prime* private/API Yes Yes Yes 60%/40% 2012 529
Kohl’s
Rite Aid
Instacart - Plus* private/API No n/a Yes 80%/20% May 2020 - Kroger/All
eBay 180m No private/API No Yes No 49%/51% May 2015 1.5 -
Wayfair 39m Professional private No Yes No 60%/40% Feb 2019 2 -
Chewy 46m No No No No No 60%/40% n/a 0 Petco
*fee based
SS = self service
Sources: direct from retailer, Statista, Numerator, SimilarWeb and retailer earnings call statements

13. Build Media Mix Based on Common Goals
ROAS
Sponsored Products
13
Growth
Sponsored Products
Self Service Display -
keyword targeted
Discoverability
Self Service Display -
audience & keyword targeted
Offsite Display
New Customers
Offsite Display
Homepage/category Lockouts
Social/1P Data
CONVERSION
CONSIDERATION
CONVERSION
AWARENESS
CONSIDERATION
AWARENESS
+ + +

14. Translate Those Goals Into Shopper Behaviors
I want it
I need it I like it What is that?

15. Self-Serve Programmatic
for (almost) Everyone!
New to 2022!
15

16. Self-Serve Offsite Retailers
● 1P audiences via Roundel
● Target Circle
● Category, In Market
● Retailer Moments
● Deal Days
● 1P audiences via KPM
● Loyalty Card
● HH Purchase Behavior
Category
Flavors
● 1P audiences via WAG
● MyWalgreens
● Category, In Market
● Geolocation capabilities

17. The Trade Desk, DV360, Yahoo, Xandr - You Pick
While the Walmart DSP is
exclusively run through The
Trade Desk, many other
retailers can also be run
through PMP deals on TTD.
Some of the retailers even
have integrated in store
reporting available.
DV360 is one of the easiest
platforms to utilize with
competitive CPMs and less
fees but doesn’t have any
advanced or exclusive retail
media network
capabilities/features.
The Yahoo DSP has an easy
and intuitive UI with a
supportive and flexible team
to back it as they try to
become a top programmatic
player in emerging markets.
Yahoo also has Target
in-store sales within the
platform.
Xandr (recently acquired by
Microsoft late 2021) offers a
suite of products that help
enhance the programmatic
buying experience and extend
audience capabilities now that
they have access to
Microsoft’s Audience
Network.

18. Walmart DSP: A Differentiated Approach to Offsite Ads
18
● Leverage Walmart’s proprietary audience segments through
The Trade Desk’s expansive offsite network for targeting at
scale
● Tap into The Trade Desk’s premium inventory across all
devices
● Benefit fromAI automated optimizations based on real-time
data
● View in-flight media performance & act on performance via
on-demand optimizations
● Dynamic CPMs based on audiences, tactics and campaign
setup
● Approval by TTD and Walmart currently required
11:10am PST
Q4 Walmart!

19. Let’s go shopping…
19

20. Next session:
Prime Day Recap!

21. It’s Not Just About Q4 Last Year…
INCREASE CONSIDERATION
INTENT
CREATE AWARENESS
Convert Category Buyers
● Target Consumers who have not bought a
certain product type within the buying cycle
On the Platform
● Cross Category Target using both buying behaviors and keywords
● Push display during holiday weekends to leverage increased traffic
When Launching New Products
● Target branded buying behaviors and category keywords
Increase Share and Category Growth
● Stay top of mind and re-engage lapsed customers
● Use keyword targets and category behaviors
We’re now working with the
last 6 months instead of 12!

22. Audience Examples: Vitamins/Supplements
22
AWARENESS
CONSIDERATION
INTENT
AWARENESS
INTENT
CONVERSION
Targeting
● Category buyers
• Vitamins/Supplements
• Health & wellness
• Nutrition & diet
supplements
● Complimentary category
buyers
• Beauty
• Personal care
Targeting
● Conquesting
• Competitor brand buyers
● Category buyers (more granular)
• Ex: Vitamin D shoppers
● Complimentary brands
● Complimentary micro category
buyers
• Ex: Women’s or Men’s health
● Coupon downloads
Targeting
● Conquesting
• Competitor brand buyers
● Retargeting
● Repurchase
• Ex: If the vitamins are a
30 day supply, retarget
them right after the 30
days run out

23. It’s Never Too Late!
23

24. Managed Service Display: The Process
Access Initial Planning Asset Delivery
Gain
Approvals
Go-Live
Solidify Strategy
Gain
approval and
dashboard
access
Begins
gathering
assets and
populating
media briefs
Provide
creative
assets &
media brief to
retailer for
draft media
plan
Retailer
provides
media plan -
review, sign
IO
Approve
the creative
Retailer
implements
and
launches
Receive wrap
report from
retailer 4-6
weeks after
flight
24
Post-Flight
Weeks 1-2 Weeks 2-4 Weeks 4-8 Weeks 6-14

25. Self-Serve Offsite Display: The Process
Acess Contracts/Billing Strategy Creative Audiences
Access
Gain brand
approval
from retailer
& choose DSP
Complete
contracts &
billing
Provide brand
info to DSP to
obtain platform
access
Draft
audience,
creative &
optimization
strategy
Draft &
upload
creative
Build
audiences
from
retailers 1P
data bank
Setup &
Launch
Campaigns
25
Campaigns
Weeks 1-2 Weeks 2-4 Weeks 4-6

26. Onsite Display Self-Serve: The Process
Approval Access Line Items Build Ads Assign Ads
Campaigns
Gain brand
approval
from retailer
Provide brand
info to obtain
platform
access
Enter
Campaign
info and
setup
reporting
Enter dates,
targeting,
budgets,
pacing &
frequency
Assemble &
customize
creative
Assign
creatives to
ads & add
CTAs and
tracking
Launch
Campaigns &
monitor
performance
dashboard
26
Go Live
Weeks 1-2 Weeks 2-4

27. Instacart Delivers in Q4
● Display Ads
Auction based
Self-Service
Behavioral & Keyword
$15CPM floor
● Shoppable Video
Stay tuned
● Brand Pages
Free!
3P URL tracking
In platform performance metrics

28. Fresh from Kroger
● Kroger PMP
Agnostic, DSP of your choice
Unique audiences, category buyers
(excluding brands)
Purchase based targeting
● Online Video
● CTV
● Boost!

29. When It’s Actually Too Late

30. Lean Into Local Fulfillment
Source: Tinuiti Amazon Q4 2021 Benchmark Report
11:45am PST
Fulfillment & Operations!

31. Source: Tinuiti Google Q4 2021 Benchmark Report

32. Lean Into Local Fulfillment - Instacart
At-A-Glance
● 800+ retailers (70,000 stores)
● 85% of US Households has delivery
availability
● Way beyond grocery into drug/pharmacy
stores, Costco, Best Buy, Dick’s, Total
Wine, Petco, Sephora, Bed Bath & Beyond
and more
● Pre-qualification of a customer - they
must enter an address and select a store
to even begin their shopping journey

33. Lean Into Local Fulfillment - Shipt & GoPuff
Shipt At-a-Glance
● 100+ retailers
● 5,000 cities
● Primarily CPG - Target
● Membership or pay per order
● Featured Listings, Banners, Email, Digital Endcaps
GoPuff At-a-Glance
● 30 min avg delivery time
● Micro fulfillment centers in 1,100 cities
● Liquor licenses!
● $1.95 delivery fee or membership flat rate
● Sponsored Search, Banner, In App, Display

34. We’re Still Clicking & Collecting
https://content-na1.emarketer.com/us-click-and-collect-forecast-2022

35. 2022 Playbook for Q4
and Holiday Success
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4 Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4 Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy, Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET

36. Key Takeaways
1. Self-serve options abound this year! That
means more control over timing, budget,
creative, and audiences than ever before.
2. You still have to plan ahead – but not as much
as you have to for brick & mortar retail-led
campaigns.
3. Last Mile for the win. Lean into local inventory
and move that stock off the floor!

37. Schedule Your
Consultation
with a Retail Media
Expert

38. Q&A
ELIZABETH MARSTEN
Group Director, Marketplace
Strategic Services

39. 39
Stay informed
on the future of
digital marketing
Visit our new content hub
➜

40. Thank you!

41. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah humbug! No inventory! — Getting Creative With
Email Marketing Content in the Age of Supply Chain
Snafus
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET