MadTech, the leader in Data Connection Automation, announced the launch of its Centre of Excellence (CoE) for Commerce Media to help retailers and other businesses eliminate the technical barriers to launching profitable media networks, and enable brands to optimize their commerce media and technology investments. Led by industry veteran Lynn Rupprecht, the CoE includes a global team of data scientists, strategists, and technologists with deep experience across the commerce, AdTech, and MarTech ecosystems.
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 with:
- Comprehensive Data Consulting: Partnering on strategy, build, and operations through to value realization.
- Data Connection Automation: Using MadConnect, our automation engine, to build and manage the integrations needed to power your commerce media business across the AdTech and Martech ecosystem.
- Hands-on Custom Development: Monetizing audiences and commerce assets on-site and off-site (including display, CTV, in-store) in weeks or months, not years. Building measurement and reporting flows to capture purchase and engagement signals.
- End-to-End Support: Covering foundational audience and supply strategy, ongoing operations, optimization, billing, and automation.
For brand advertisers, MadConnect enables connected data to maximize engagement and ROI:
- 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.
- Enable Precision Targeting: Create and activate audiences across channels and media networks.
- Improve Attribution & Measurement: Link ad exposure to behaviors and purchases for true ROI insights with custom measurement tools.
- Ensure Privacy and Compliance: Maintain data security to meet top regulatory standards while maximizing data utility.
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