Quotient Launches Network to Consolidate Off-Site Retail Media
Quotient has launched its Retail Ad Network, designed to aggregate individual retailer media networks and enable advertisers to target, manage, execute and measure off-site campaigns across multiple retailers through one central platform.
The Retail Ad Network was designed to offer brands an “easy button” for planning and executing scaled and targeted off-site media to drive omnichannel traffic and sales. Notably, the offering can be combined with digital coupons to further incentivize action.
“With more and more players continuing to enter the retail media landscape with their own networks, it’s becoming increasingly difficult for CPGs and other brands to resource and navigate the fragmented space, determine where to allocate their budgets and measure campaigns holistically,” Henri Lellouche, vice president of retail and partnerships at Quotient, said in a news release. “The lack of consolidation and measurement standards in retail media has, we believe, created an opportunity for Quotient to become the centralized touchpoint for retail media campaigns.”
Campaigns executed through the Retail Ad Network are delivered programmatically by Quotient’s dedicated demand side platform (DSP) across an inventory of brand-safe web and digital out-of-home (DOOH) properties.
Powered by retailer first-party consumer purchase data and Quotient’s proprietary location intelligence data, the technology serves "dynamic, co-branded creative" targeted to specific customer segments to reach qualified shoppers with relevant content and drive conversion, according to the release. Once a campaign is live, Quotient’s advanced measurement capabilities aim to deliver transparent performance metrics of attributable sales by channel, creative and audience.
By aggregating media planning and buying across retailer networks, the Retail Ad Network aims to give retailers of all sizes access to a larger share of ad dollars, with the scale amassed by multiple retailers within the network attracting equal ad investment. Quotient created this solution to offer a means for retailers to further monetize their inventory and first-party data to generate incremental revenue.
“Aggregating retailers within our network is designed to allow brands to achieve significant scale more easily. Ultimately, we believe this will empower retailers of all sizes to capture their share of the pie,” Lellouche added.