SAN JUAN, PR — Does a heritage in search translate into success in the new “retail media network” space?
Mallory Armstrong thinks so, and she thinks new-look TV tech can make it happen.
In this video interview with Beet.TV, Armstrong, Head of TV Data Strategy, Business Development, Yahoo, outlines how she is seeing the opportunity develop.
In 2022, Lowe’s integrated Yahoo’s DSP and ConnectID identity solution with its own One Roof Media Network ad platform.
The hook-up means advertisers buying on Lowe’s own network can also purchase inventory via Yahoo Member Connect.
eMarketer expects such retail media networks will take 18.1% of all digital ad spend in the US in 2023.
For Yahoo’s Armstrong, there is plenty of growth headroom.
“I think that we are still in the early / mid days for these retail media networks,” she tells Beet.TV.
“It is a really exciting time as people are no longer questioning ‘Should I do this?’, but (rather), ‘How should I do this …