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 off-site retail media are among the top factors hindering retail media growth. “To be successful today, commerce media networks need to lead with transparency and offer advertisers valuable shopper insights and innovation,” said Rupprecht. “Instead, the pressure to offer 'all the things' 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 market.”

In the early days of retail media, many retailers rushed in with a “one-size-fits-all” approach to their technology stack. As retail media evolves into commerce media with off-site and omnichannel activations, and advertisers demand more value from their RMN investments, retailers need to “build with intent” to enable their networks to be flexible, scalable, and future-proof.

“A 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 expect,” said Bob Walczak, CEO for MadTech. “Our Commerce Media Centre of Excellence combines strategy with hands-on development to support our partners to 'invest with intent' and architect the right data infrastructure to meet the needs of their advertisers and deliver profitable growth.”

For retailers and other businesses, we remove technical barriers to accelerate time-to-value for your media network with:

• Comprehensive Data Consulting: We partner with you on strategy, build, and operations through to value realization.
• Data 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 ecosystem.
• Hands-on Custom Development: Monetize your audiences and commerce assets on-site and off-site (including display, CTV, in-store) in weeks or a few months, not years. Build a measurement and reporting flow to capture purchase and customer engagement signals.
• End-to-End Support: From foundational audience and supply strategy to ongoing operations and optimization to billing and automation.

For brand advertisers, MadConnect enables connected data for better customer engagement and to prevent missed marketing opportunities and waste:

• Unify Customer Profiles: Merge and reconcile known and anonymous user IDs across RMNs and commerce journey touchpoints.
• Enhance Audience Intelligence: Enrich profiles with first, second, and third-party data - behavioral, transactional, and intent data.
• Enable Precision Targeting: Create and activate audiences across channels and media networks.
• Improve Attribution & Measurement: Tie ad exposure to behaviors and purchases for true ROI insights with custom measurement tools to understand campaign performance.
• Ensure Privacy and Compliance: Maintain data security to meet the highest levels of regulation, while maximizing data utility.

Meet MadTech during Cannes Lions 2025

The 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 here.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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