The present state of non-endemic is someplace between infancy and toddlerhood. Retail media heavy hitter Amazon is extra mature immediately by far. Different networks in on the motion immediately embrace Macy’s, Walgreens and House Depot, with extra to return.
Are there dangers?
Model security, high quality requirements (when an impression counts) and aggressive separation are all stuff you’ll wish to test on a per-network foundation. Most often, retailers are utilizing a longtime DSP that has already constructed the guardrails to cowl the fundamentals. Amazon’s DSP has a strong build-out that operates equally however usually stands alone; different retailers don’t use it for his or her first-party audiences because it’s thought-about aggressive. So that you’ll want to think about this endeavor as an Amazon + [insert DSP of your choice] for different retailers.
Different dangers are round deduping—ensuring the impressions you’re shopping for are incremental and never doubling up if you’re concurrently shopping for by way of a number of retailers on the identical or totally different DSPs. Every retailer has its personal method, so that you’ll have to do your homework on this one. This might be yours to determine, seemingly with the assistance of a third-party device if it’s a priority.
That is all to say, the dangers are fairly minimal and undoubtedly warrant the query: Are we prepared for a top quality, internet new, incremental supply of leads, site visitors and gross sales? When you go non-endemic, you would possibly by no means return.
