With this year's focus on cookie deprecation changes, agencies and clients will increasingly seek greater campaign insight and data transparency across retail media. So in early January, his commerce shop, The Mars Agency, introduced his two new products to Marilyn, his marketing platform for in-house commerce.
Mars has added a self-service dashboard and commerce media benchmark database to help brands consolidate commerce media measurement and planning in one place. (Learn more about deprecating cookies.)
Rob Libenberg, global CEO of Mars Agency, said these developments are part of Commerce Marketing's efforts to “get a complete picture of program performance” beyond pure media metrics. He said he was watching. As part of Mars' commerce strategy, Marilyn has customers analyze all aspects of commerce, from e-commerce to analytics, Libenberg said.
“We believe that great commerce marketing comes from maximizing the overall business impact of any program,” said Rivenburgh..
But as commerce expands, so do the measurement challenges in the expanding retail media market, raising concerns about the impending death of third-party cookies, says CMO of media measurement company DoubleVerify. Dan Slivjanovski said.
“As the decline of third-party cookies causes signal loss on the open web, advertisers will increasingly turn to retail media networks to leverage first-party data and connect with shoppers at the point of decision-making. ”Slivyanovsky said. “For RMN to maintain and grow its investment, it must independently verify performance on its platform.”
Srivyanovsky added that more retailers will continue to turn their data into monetizable businesses. As retail media spending increases, stakeholders may be forced to rely on more third-party measurement tools.
April Carlyle, executive vice president of commerce at Spark Foundry, supports integrating retailer data into more programmatic partnerships, which agencies can leverage for audience and commerce planning and performance. said. “RMN has become a full-funnel media partner,” she says.
With The Mars Agency's Marilyn, dashboard tools allow you to visualize global campaign results in one place and compare them across different vendors, while a benchmarking database tracks data across past campaigns to help retailers Helps provide benchmarks at the , category, or brand level.
Last October, Mars introduced its Marilyn Commerce Marketing Technology platform after a redesign that measured beyond campaign-specific metrics like ROI and ROAS. The agency says clients who use the platform's insights see an average 21% improvement in commerce media performance year-over-year.
The results have also benefited The Mars Agency's business, with the company reporting approximately $1.2 billion in planned or executed commerce media spend over the past 10 months. The agency also announced a 59% increase in year-to-date claims from January 2023 to November 2023.
