News Briefs

Reddit has partnered with real-time marketing and measurement company InMarket to measure the real-world impact of advertising campaigns on the forum social platform, including store visits and sales lift. 

With this partnership, Reddit advertisers can now access InMarket Lift Conversion Index (LCI) insights to optimize campaigns inflight and improve ROAS within the platform. InMarket’s LCI is a closed-loop attribution solution, measuring the advertising impact on consumer behaviors, real-world visits and sales.

"We're excited to bring InMarket's LCI offering to all advertisers on the platform,”  Ryan Brendle, global head of marketing science, Reddit, said in an announcement. “As marketing measurement has become increasingly fragmented, we see the value of meeting our advertisers where they are, in order to bring them the insights that matter to them the most and unlock success."

The $55 billion retail media industry is experiencing rapid growth and quickly emerging as the new center of the advertising universe. By 2026, spend in retail media is projected to reach roughly $125 billion, with an annual growth rate exceeding 20%. 

In response, the Women in Retail Media Collective (WRM Collective) has officially launched to empower and support women within this booming sector, offering a community designed to amplify their voices, foster professional development and unlock opportunities. The network was co-founded by industry leaders Emma Helsloot, who is also director of sales, retail media EMEA (Europe, the Middle East and Africa) at Pentaleap, and Ana Laura Zain, Pentaleap’s chief marketing officer.

WRM Collective members also gain access to a curated calendar of industry events, monthly trend insights and a job listings board tailored to retail media professionals. Additionally, the network’s mentorship program connects women with seasoned professionals who provide guidance on career growth and industry leadership. 

WRM Collective is supported and backed by industry associations and experts committed to advancing diversity, including the IAB Europe, FMCG Guys, Pentaleap and Skai.

“Our vision for the [WRM Collective] is to create an environment where women at all stages of their careers feel empowered to lead and innovate,” Helsloot said in a media release. “We’re bringing together women from diverse backgrounds to share their experiences, offer support, and inspire change within the industry.”

“In my role at Pentaleap, we prioritize creating open, efficient ecosystems that foster collaboration and innovation,” Zain added. “Through WRM Collective, we’re extending this vision to empower women across the industry, building a community where each contribution is recognized and celebrated as we shape a more inclusive future together.”

“The retail media industry is at a pivotal moment, with technology and innovation driving new possibilities every day,” added Diana Abebrese, global retail media lead at EPAM Systems. “WRM Collective offers a collaborative environment where women can harness these advancements, share expertise and shape the future of retail media together. I'm thrilled to be part of this initiative that’s dedicated to empowering women to lead in such a dynamic field.”

The Kroger Co. is rolling out radio-frequency identification (RFID) inventory automation technology as a way to improve the associate and customer experience, beginning with the bakery department. 

The grocer has partnered with Avery Dennison, an identification technology solutions provider, to make item-level digital identification possible in stores and gain more frequent and accurate inventory information that enhances freshness, reduces waste and improves the associate experience, per a media release from the tech company.

This collaboration will begin in the bakery department, implementing RFID-embedded labels on each item, which provides valuable data to automate inventory management and optimize freshness. This is a “foundational step” in delivering a more seamless customer and associate experience across all fresh categories long term, per the release.

RFID inventory tracking is a system that uses radio waves to track and manage inventory. RFID tags are often attached to products or pallets and send information to RFID readers that update inventory databases.

“Kroger’s customers and associates are at the heart of everything we do,” Jordan Poff, vice president of retail operations at Kroger, said in the release. “Our work with Avery Dennison will improve inventory visibility, which means products will be on the shelves when our customers want them, while enabling our associates to spend more time with our customers.”

“For decades, Avery Dennison has been the driving force behind connecting physical products with a digital identity to unlock data accuracy and efficiency in retail and supply chain operations,” added Julie Vargas, vice president and general manager of identification solutions, Avery Dennison. “With this collaboration, we are committed to Kroger’s initiatives to optimize associate time, reduce waste from overproduction and ultimately deliver a uniquely valuable customer experience.”

Criteo has partnered with multiple order management system (OMS) platforms as well as Salesforce Media Cloud, a comprehensive media management platform, on new integrations designed to provide Criteo’s retailer partners with more flexibility when building, managing and scaling their media networks.

The OMS platforms — ADvendio, Boostr, Placements.io and Vantage (plus Salesforce Media Cloud) — help retailers simplify and automate processes, including customer management, sales, inventory and invoicing. 

Criteo’s goal for these partnerships is to help retailer media network (RMN) partners according to their own needs, while also harnessing the commerce marketing company’s access to 2,900 global brands to capture broader demand beyond trade budgets, according to a media release.

Retailers can also opt to partner with certain OMS providers to build their own unified omnichannel self-service front-ends (or user interfaces) that connect to both Criteo's offerings and others. This can provide greater customization and brand control as RMNs continue to evolve.

Criteo's API will integrate with retailers' OMS platform of choice to streamline, automate and enhance operational efficiency for their sales teams. Retailers can plan and book campaigns within their existing OMS platform or in Salesforce Media Cloud, which are then automatically activated in Criteo's retailer monetization platform, Commerce Yield, without requiring the end user to log into multiple platforms.

"As the retail media ecosystem expands and matures, we are excited to provide retailers with a modular approach that's centered on platform interoperability and vendor flexibility to meet their diverse needs," Melanie Zimmermann, general manager of global retail media at Criteo, said in the release. "Our work to forge strong industry partnerships will allow retailers to focus on what really matters – sustaining growth."

Retail media's market share continues to grow within the digital advertising industry, with spending expected to increase by more than $75 billion over the next four years. 

Grubhub has tapped Koddi, a commerce media technology company, to grow its marketing platform and advertising capabilities for merchants. 

Koddi’s first-party data technologies provide Grubhub the infrastructure to offer merchant partners enhanced pre-checkout ad capabilities, including automated optimizations that continually fine-tune budgets and bids, as well as detailed reporting and self-serve campaign creation, the company revealed in a media release.

Through this partnership, Grubhub’s merchants can access tools like bid automation, advanced targeting and granular performance reporting. Merchants can also gather insights and real-time performance metrics such as share of voice, time live and ROAS by audience segment. Additionally, a “custom-built,” intuitive interface makes it easier for merchants to view campaign performance and access deeper insights with greater control over their spend, per the release.

“Grubhub is a valuable marketing channel for merchants to grow their sales and reach tens of millions of customers,” Adam Krueger, director of merchant ads and engagement at Grubhub, said in the release. “With ads, merchants can get in front of customers at critical moments of purchase intent to boost sales and achieve their business goals. Koddi’s tailored advertising solution has already resulted in our partners seeing higher conversions from impressions to sales.” 

Koddi claims its platform supports 10-plus audience parameters with millions of possible combinations, enabling precise engagement for new, returned and lapsed customers. It also supports pricing minimums for select targeting features.

Additionally, Koddi and Grubhub continue to test new features and placements for Grubhub’s merchants.

“From the beginning of our partnership, it was essential that Grubhub provide real value to its customers and extensive network of merchants, and that’s exactly what we have achieved together,” added Nicholas Ward, co-founder and president of Koddi. “Over the past few months, we’ve worked alongside the Grubhub team to roll out some of our most advanced and innovative features, including new incrementality metrics to better understand advertising’s impact on spend and how to proactively optimize it.” 

Koddi quietly powers several top commerce media networks. The company is set to roll out new offerings that focus on generating demand and optimizing inventory for commerce media programs in the coming months. 

Target is reducing prices on more than 2,000 items across private label and national brands this holiday season. The move will include lower prices on items for holiday preparations, gifting and everyday essentials, such as toys, board games, beauty products, bathroom items, food and beverages, and cough and cold medicine.

Target has previously adjusted its prices to remain competitive in markets across the country. In May, Target cut prices on about 5,000 items throughout the summer. The retailer ultimately surpassed its 5,000-item price cuts to more than 8,000 total items year to date. By the end of the holiday season, Target will have lowered prices on over 10,000 items during the year.  

The reduced prices on everyday and holiday items are partially a response to inflation and economic uncertainty, as recent research points to a majority of consumers saying the rate of inflation will have at least a somewhat negative impact on their holiday spending. At the same time, many households plan to take part in familiar routines and gatherings similar in size to last year, for Thanksgiving and December festivities, according to data from Kroger’s 84.51°. Additionally, most shoppers are prioritizing deals and promotions ahead of the holidays.

Target is also offering season-long deals and a wide selection of gifting and gathering items. That includes its largest holiday assortment ever featuring thousands of toys with over half under $20, exclusive products from owned and national brands and $5 and $10 options.

Target’s reduced pricing, promotions and availability may vary by store location and via Target.com, per a media release. For example, in markets across the country from Phoenix to Dallas and Detroit to Atlanta, most stores, Target.com and the Target app are now featuring discounts on products from Mattel’s Lego, B&G Foods’ Crisco, Nestle’s Coffee Mate and Purina, and private label up&up.

"We know families are excited to celebrate the holidays, so Target is committed to helping them find joy without compromise — with great products across our assortment at even lower prices," Rick Gomez, executive vice president and chief commercial officer, Target, said in the release. "From meal prep and gifting to everyday needs, Target's offering the kind of exceptional value that'll make it even easier for everyone to save money as they embrace the magic of the season."