After the launch of many different retail media networks over the past few years, all these new divisions of various consumer-facing companies are now fighting for ad dollars. That brought many of them to New York City last week.
Advertising events company Ascendant Network on Wednesday held Showcase, a retail and commerce media upfront for commerce media networks, ad agencies and brand marketers. It featured 15 presentations from the advertising businesses of retailers, financial companies and e-commerce platforms, from The Home Depot to Albertsons and even PayPal.
Modern Retail attended the majority of the presentations, gathering how each ad business worked to differentiate itself from the crowd. Aside from those listed below, the other attendees included grocer Ahold Delhaize USA’s AD Retail Media, Dollar General Media Network, student loan lender Sallie Mae’s Backpack Media and Ace Hardware’s RedVest Media.
Leaders at legacy retailers and banks touted their decades of internal data, while e-commerce and fintech leaders spoke about their wide reach across merchants. Specialty retailers stressed why their specific audience demographics resonate for all sorts of brands, not just those in their stores.
