Dive Brief:
- Wakefern Food Corp. announced Thursday the launch of its retail media network, Wakefern Media Exchange, powered by Inmar Intelligence.
- The network aims to offer advertisers an easy management platform with cross-channel optimization and self-service campaign management.
- As retail media continues to grow at a rapid pace, retailers and third-party digital media partners are finding ways to streamline platforms and offer more CPG insights as well as simpler avenues to connect with shoppers.
Dive Insight:
Wakefern Media Exchange offers planning, activation and measurement controls for in-store marketing as well as on- and offsite media buying for advertisers, the retailer-owned cooperative announced via email.
The newly launched network offers two buying models, managed service and self-service, for advertisers to use. The self-service option, powered by Inmar, offers features like “Smart Mode” and creative templates for a “simplified campaign setup and launch,” according to the announcement.
Inmar is also bringing its self-service Offer Media tool to Wakefern’s retail media platform. The feature works within the platform’s user interface and helps users launch offsite media campaigns in minutes, driving awareness of digital coupons, per the announcement. The user interface also simplifies the campaign building process and minimizes the need for media buying expertise by tapping offer details and auto-generating campaign creative.
The platform’s capabilities offer advertisers the opportunity to showcase products and targeted messaging to Wakefern shoppers, the press release noted.
Along with advertising tools, Wakefern Media Exchange also has automated reporting features that use key performance indicators to offer brands comprehensive insights on campaign performance.
Inmar has been powering digital coupons and offsite media solutions with Wakefern for years, Chief Executive Officer of the technology company Spencer Baird said in a statement. Currently, Inmar supplies 25 grocers with retail solutions and more than 40,000 retail locations utilize the company’s technology.
As retail media becomes more dominant throughout the industry, grocers continue to bolster their platforms to offer brand partners personalization tools, real-time analytics and easier ways to connect with shoppers.
In January, Albertsons expanded its retail media arm in a partnership with commerce media company Criteo. Albertsons Media Collective began utilizing two of Criteo’s platforms as “self-service solutions” that enable the grocery company to connect its advertisers with customers as well as monetize online assets.
