Retailers should offer ad placement options on their websites

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 08, 2019, 12:40 PM UTC

Amazon is cited as an example of having been successful in site monetisation.

This piece argues that retailers should “think more like media publishers” when it comes to considering generating revenue through a monetised website. Martijn Bertisen, UK director of retail and technology at Google thinks that going forward, more retailers will follow Amazon’s lead of monetising both website and customer data.

The online retailer is reported to have generated £10.1 billion from ad sales. Sherry Smith, chief executive at Triad Retail Media notes that retailers are favourably positioned to win ad spends given their access to customer data.

David Bedford, director of digital strategy at Cheil suggests that the “best way to monetise data is to offer ad serving and full media placement.” This can also improve conversion rate on the site when an ad is shown only to the people interested in a similar product.

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