Retail / news
Retail media networks pitch their edge at Ascendant Network showcase
As retail media networks multiply, major industry players gathered in New York last week to convince advertisers their ad businesses stand out. The event featured 15 presentations from companies including The Home Depot, Albertsons and PayPal.
New York City became the latest battleground for retail media networks as they compete for advertiser budgets. Ascendant Network held its Showcase event on Wednesday, a retail and commerce media upfront that drew commerce media networks, ad agencies and brand marketers for a series of back-to-back presentations.
Presenters spanned retailers, e-commerce platforms and financial firms, including The Home Depot, Albertsons, PayPal, Ahold Delhaize USA's AD Retail Media, Dollar General Media Network, student loan lender Sallie Mae's Backpack Media and Ace Hardware's RedVest Media. The roster reflects how consumer-facing companies of all stripes have built advertising divisions.
Networks leaned on distinct strategies to separate themselves from the crowd. Leaders from legacy retailers and banks highlighted their deep reserves of internal customer data, while e-commerce and fintech executives pointed to their large reach across merchants.
Specialty retailers argued that their particular audience demographics make them valuable partners for brands that do not even sell products in their stores. The event's 15 presentations underscored the fragmented and fast-expanding nature of the retail media landscape.