MadTech, a frontrunner in Data Connection Automation, has launched its Centre of Excellence (CoE) for Commerce Media, aiming to dismantle the technical roadblocks that hinder retail media growth. Led by Lynn Rupprecht and supported by a global team of experts, the CoE is set to empower retailers and brands with scalable, data-driven media solutions.
Commerce Media’s Technical Challenges and Market Gaps
1. Current Industry Barriers
- Lack of standardization across Commerce Media Networks (CMNs).
- Difficulty integrating off-site and omnichannel retail media strategies.
- Brands face challenges in measuring ROI and optimizing performance.
2. Need for Innovation and Differentiation
- Pressure to offer comprehensive features has led to a “sea of sameness.”
- Advertisers seek transparency, differentiated data offerings, and measurable business outcomes.
- Automation and AI are critical for scale and innovation in commerce media.
MadTech’s Strategic Response: The CoE for Commerce Media
1. Core Objectives
- Eliminate technical barriers to launching profitable retail media networks.
- Enable advertisers and retailers to “invest with intent” in their media infrastructure.
- Provide a scalable, future-proof foundation for omnichannel activations.
2. Data-Driven Capabilities Offered
- Comprehensive Data Consulting: Strategic support from planning to value realization.
- Data Connection Automation: Powered by MadConnect, enabling seamless integration across AdTech and MarTech.
- Hands-On Custom Development: Fast-track monetization of audience and media assets, including display, CTV, and in-store.
- End-to-End Support: Full support from audience strategy through to operations, billing, and automation.
Benefits for Retailers and Advertisers
1. For Retailers
- Accelerated media network launch and ROI realization.
- Customized infrastructure that supports off-site and omnichannel monetization.
- Advanced audience monetization and customer engagement insights.
2. For Brand Advertisers
- Unified Customer Profiles: Merge known and anonymous user identities across the journey.
- Audience Intelligence: Leverage enriched first, second, and third-party data.
- Precision Targeting: Activate data-driven campaigns across multiple retail media networks.
- Measurement and Attribution: Use custom tools to tie ad exposure to behavior and conversions.
- Privacy and Compliance: Adherence to data protection regulations with optimized data utility.
With the launch of its Commerce Media Centre of Excellence, MadTech is setting a new standard for how retailers and brands navigate the evolving retail media landscape. By fusing strategic consulting with advanced automation and hands-on development, the CoE provides a robust, scalable pathway to campaign performance, audience insights, and long-term growth.
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