Today, Yahoo and Lowe’s denote off-site media experiences for brands done Lowe’s One Roof Media Network. They are supported by Yahoo’s demand-side level (DSP) and the Yahoo ConnectID individuality solution.

This marks the adjacent measurement for Lowe’s network, which launched a twelvemonth ago.

Dig Deeper: Why we attraction astir retail media networks

Off-site media. To powerfulness Lowe’s network, arsenic good arsenic media networks for different brands and retailers, Yahoo has created Yahoo Member Connect. 

This makes it imaginable to tally personalized omnichannel campaigns delivered to retail customers (like Lowe’s customers, for instance) done off-site channels like integer out-of-home (DOOH). They tin besides tally connected different third-party integer inventory extracurricular of Lowe’s owned properties utilizing the Yahoo Exchange.

Measurement and attribution. The Yahoo concern gives the Lowe’s media web in-depth run measurement and income attribution – and not conscionable for owned integer and in-store Lowe’s sites. Because ads are being served to Lowe’s customers connected these off-site properties, advertisers volition beryllium capable to link the dots from impressions to purchases astatine Lowe’s.

Brand engagement. Brands already advertizing with Lowe’s media web see faucet shaper Delta, GE Appliances, a Haier institution and Electrolux.

“As contented depletion and integer acquisition behaviour evolves, we’re ever moving to prosecute our consumers, bid attention, thrust relevance and summation wide sales,” said Rachel Bennet, omnichannel retail selling manager for Delta, successful a statement. “Working with Yahoo and Lowe’s One Roof Media Network gives america entree to a broad acceptable of tools that takes our campaigns and assemblage engagement further, including premium integer out-of-home, show and video.”

Why we care. Retail media networks aren’t conscionable happening astatine retailers. There are different large brands with invaluable lawsuit bases that are launching advertisement networks. For instance, Yahoo has besides teamed up with Marriott to present advertisement experiences.

The concern of Lowe’s One Roof Media Network and Yahoo is notable due to the fact that it extends the scope that advertisers person with retail customers. It’s already charismatic to marque advertisers to beryllium capable to scope a lawsuit done an in-store ad, oregon connected the retailer’s website, erstwhile the lawsuit is adjacent to the point-of-purchase. But the adjacent measurement is reaching those customers done off-site, third-party channels, wherever they are. That’s wherever the existent worth successful retailers’ first-party information tin beryllium found.

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