MadTech Launches Centre of Excellence to Drive Innovation in Commerce Media

According to eMarketer a lack of standardization across commerce media networks CMNs and difficulty integrating offsite retail media are among the top factors hindering retail media growth amp8220To be successful today commerce media networks need to lead with transparency and offer advertisers valuable shopper insights and innovationamp8221 said Rupprecht amp8220Instead the pressure to offer 39all the things39 has largely created a sea of sameness A differentiated data offering innovation with automation and AI and demonstrated business impact are required to attract brands in an increasingly competitive marketamp8221In the early days of retail media many retailers rushed in with a amp8220onesizefitsallamp8221 approach to their technology stack As retail media evolves into commerce media with offsite and omnichannel activations and advertisers demand more value from their RMN investments retailers need to amp8220build with intentamp8221 to enable their networks to be flexible scalable and futureproofamp8220A strong data foundation is required to power the technology infrastructure and ecosystem connections needed for commerce media networks to deliver the campaign performance and ROAS that advertisers expectamp8221 saidamp160Bob Walczak CEO for MadTech amp8220Our Commerce Media Centre of Excellence combines strategy with handson development to support our partners to 39invest with intent39 and architect the right data infrastructure to meet the needs of their advertisers and deliver profitable growthamp8221For retailers and other businesses we remove technical barriers to accelerate timetovalue for your media network withComprehensive Data Consulting We partner with you on strategy build and operations through to value realizationData Connection Automation With MadConnect our data connection automation engine we build and manage the integrations needed to power your commerce media business across the AdTech and Martech ecosystemHandson Custom Development Monetize your audiences and commerce assets onsite and offsite including display CTV instore in weeks or a few months not years Build a measurement and reporting flow to capture purchase and customer engagement signalsEndtoEnd Support From foundational audience and supply strategy to ongoing operations and optimization to billing and automationFor brand advertisers MadConnect enables connected data for better customer engagement and to prevent missed marketing opportunities and wasteUnify Customer Profiles Merge and reconcile known and anonymous user IDs across RMNs and commerce journey touchpointsEnhance Audience Intelligence Enrich profiles with first second and thirdparty data behavioral transactional and intent dataEnable Precision Targeting Create and activate audiences across channels and media networksImprove Attribution ampamp Measurement Tie ad exposure to behaviors and purchases for true ROI insights with custom measurement tools to understand campaign performanceEnsure Privacy and Compliance Maintain data security to meet the highest levels of regulation while maximizing data utilityMeet MadTech during Cannes Lions 2025The MadTech team will be in Cannes with several exciting activations If you are attending and would like to schedule a meeting with our executives and experts please click herePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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MadTech Launches Centre of Excellence to Drive Innovation in Commerce Media

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