P2PI Releases Updated Omnichannel Landscape
After months of revising and gathering community feedback, the Path to Purchase Institute is releasing an updated version of its Omnichannel Landscape. An interactive version is expected to be deployed in the coming months.
The Omnichannel Landscape is designed to highlight and illustrate the various retailer media networks in the marketplace and related key partners in nine categories, including:
- In-store retail media
- Non-retailer media networks
- Digital shelf optimization
- Grocery service and delivery networks
- DOOH and CTV and OTT
- Consumer promotions and rewards
- Commerce Media Platforms or Technologies
An interactive version will be released on P2PI.com, where P2PI member companies will get a chance to highlight more of their solutions.
The initial Omnichannel Landscape was created a few years ago by P2PI's Commerce Executive Network. The share group originally set out to create a visual and related definitions to demystify what is and isn’t a retailer-owned media network, to help determine where advertisers receive credit for participation, how they can expect to leverage it for merchandising and JBP purposes, and where these companies sit in proximity to first-party data.
"We are thrilled to share the updated Omnichannel Landscape to further guide our community in making informed and strategic decisions on their retail media initiatives," said Eric Savitch SVP, Group Director, Path to Purchase Institute. "The new updates reflect the growing number of players and solutions in the retail media space. We're also excited to be working on an interactive version of the Landscape that will help spotlight P2PI member companies and their unique solutions."