Скачать или смотреть Horizon Built a Multi-Retailer Ad Platform? Dr. Ram Singh of Night Market

Who knew that the Buy-side had already built a multi-retailer ad platform via Night Market, Horizon Media's commerce wing? The platform is called Neon, and Chief Data Officer Dr. Ram Singh has joined us on the Middlemen explain why he built it and show us how it helps agencies and brands deal with the complexity of managing budgets across retailers.


In this episode we cover:
The Rise of Multi-Retailer Campaigns: One of the most fascinating insights from our conversation was the emergence of multi-retailer campaigns. Dr. Ram highlighted how traditional media buying has often been siloed, but with the development of tools like NEON, agencies can now manage and optimize campaigns across various retailers. This shift not only enhances decision-making but also opens up new opportunities for advertisers to maximize their ROI.

The Importance of Incrementality: A significant challenge in retail media has been the lack of standardized metrics for comparing performance across different retailers. Dr. Ram introduced the concept of Incremental ROI (iROI), which provides a more accurate picture of how advertising investments are performing. By leveraging advanced analytics and AI, NEON allows advertisers to understand the true impact of their spending, enabling smarter budget allocations and better campaign outcomes.

The Future of Retail Media: As we look ahead, it's clear that retail media is becoming an integral part of the advertising ecosystem. Dr. Ram emphasized that as more dollars flow from traditional and digital channels into retail, the need for agencies to play a larger role in this space is crucial. The collaboration between agencies, retailers, and advertisers will be key to unlocking the full potential of retail media, making it a dynamic and exciting area to watch. Will this usher in money from Non-Endemics?

00:00 Introduction to The Middlemen Podcast
00:27 Talking to the Buy Side: Dr. Ram from Horizon Media
01:34 The Evolution of Retail Media
05:17 Insights from Dr. Ram Singh
15:14 Understanding NEON: A Buy-Side Platform
29:23 Future of Retail Media
36:25 Conclusion and Contact Information

More Updates
Also, the middlemen now have a newsletter, and will be official podcasters for The New Market, the retail media track during ShopTalk in Las Vegas from March 25-27th. Catch all of our updates on Linkedin by searching for The Middlemen Podcast!