Retail programmatic can be a great tool to run ad campaigns that are powered by retailer data – which is more important than ever given cookie deprecation. In this webinar, we dive into exactly what retail programmatic is and how it works – including tactics you can use to fuel your brand’s growth. Tinuiti’s retail media expert, Raquel Kozlowski, breaks down what you need to know about retail programmatic right now.

1. Is Retail
Programmatic
Right for Your Brand?

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Kerry Mallett
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3. WE’VE MASTERED THE
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Tinuiti is the largest independent performance
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4. Some of
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Our
Recognition
For commerce leaders of today and the future

5. Our Speaker
RAQUEL KOZLOWSKI
Associate Director,
Marketplaces

6. Agenda
● What is Retail Programmatic?
● Retail Programmatic Growth
● Benefits of Retail Programmatic
● Where does the data come from?
● Key Takeaways
● Is Retail Programmatic Right for your
Brand?
6

7. Have you run a retail
programmatic campaign before?
● Yes - it’s running now!
● Yes - but not running right now
● No - tell me more about it!
POLL

8. What is Retail Programmatic?
Programmatic advertising is an automated way to buy media placements on a DSP in real-time utilizing first and
third party data in order to target and reach your core audience, no matter where they are browsing across the
web. Typically on a DSP you’ll find third-party data providers that offer thousands of data segments to target
based on behavioral, demographic, geo and more. A lot of these data segments are built using cookies
aggregated across a variety of websites. With retail programmatic, we have a way to get data straight from the
consumer.
Retail programmatic uses data directly from retailers such as purchases, loyalty reward data, engagement on
retailer sites, etc. to target customers across the web.
Programmatic Platforms/Retailers

9. Retail Programmatic Growth
● According to Emarketer Analyst, Evelyn Mitchell, the
percentage of display ad spend (out of total ad spend) has
increased 9% of the past 6 years.
● Ecommerce display ad spend has continued to grow year over
year with a 74% increase from 2020 to 2023 and a projected
79% increase over the next 3 years.
● Retail accounts for the biggest portion of display at 24.7% of
total display ad spend ($35.44 B).
● Retail is both the second-fastest-growing and largest category
for display ad spend. Consumer packaged goods account for
the second-largest piece of US display ad spending.
Source -
https://www.insiderintelligence.com/content/display-advertising-5-charts-programmatic-retail-media

10. Benefits of Retail Programmatic
Targeting - As cookies go away, retail media networks are able to provide 1st party shopper data based on purchases,
shopping behaviors and customer data. These audiences can be built out into segments to be very broad to gain
reach/awareness or very granular to target a core audience specifically.
Finding new customers - Utilizing retailer insights and category targeting, we’re able to reach new and relevant customers in
order to drive brand awareness.
LOTS of data to see - On top of the extensive reporting that is already available within the top DSPs, we also get access
to purchase, search and category insights from retailers when working with them directly and their data.
Increase paid and organic search results and overall brand lift - As customers see these display and/or video ads,
they tend to search the brand, which helps increase search numbers and engagement. We typically recommend always
having search and display running at the same time to complement each other, cover all ad placements and work as
brand defense against competitors.

11. Where does the data come from?
Example Audience
Segments
and many more…
Retailers
Retailer
Proprietary Data
Online browse
& purchase
data
In-store
purchases
Retailer credit
cards
App & loyalty
data/programs
Registry
sign-ups
● Purchase and interest audience
segments
○ Category
○ Brand
○ Brand lookalike
○ Competitive
○ Heavy or light buyers
○ New or lapsed buyers
● Demographic
● Geotargeting
● Household audience segments

12. Key Takeaways
● Programmatic ad spend has grown over the
past few years exponentially and is
continuing to grow, especially within the
retail space.
Retail is both the
second-fastest-growing and largest
category for display ad spend.
● As cookies are going away, it’s important to
rely on retail partners who have proprietary
1P data (shopping behaviors, onsite
searches and browse history) for use in
targeting and measurement.
● Utilizing retailer data and inventory helps
your brand defense while simultaneously
increasing brand lift.

13. Is Retail
Programmatic
Right for Your
Brand?
Most brands and companies can benefit from the data
available through retailers in order to expand their reach,
gain new customers and drive leads/sales.
There are thousands of audience segments and tactics
available for all different goals and types of brands.
Brand Categories
● Retail brands (endemic)
● Non-retail brands (non-endemic)
● B2B or B2C
Brand Goals
● Increase awareness
● Drive product detail page or website traffic
● Generate sales
● Garner more leads
● Increase brand engagement
●
●

14. Q&A
RAQUEL KOZLOWSKI
Associate Director,
Marketplaces

15. 15
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