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Retail Media Has Created ‘Sky Bridges’ Between Content Fortresses | AdExchanger

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This week, I’m examining how the era of standalone walled gardens and content fortresses has given way to new forms of ad platform partnerships. I think of these partnerships as “sky bridges” because they aren’t open advertising integrations. Those on the outside can still only look on in envy. Instead, we’re seeing the biggest (and, uh, medium-est) online platforms piping data and ad budgets between them so as to recreate former methods of user-level targeting and attribution. The reason this new era of ad platform integration is relevant to the Commerce Newsletter is because these sky bridge partnerships directly support online shopping and the new trend of retail media network (RMN) development. This is true at the highest levels. For example, Apple committed to a first-party retail agreement with Amazon, which is why Amazon can offer great deals on products like AirPods, iPads and Apple devices that typically don’t get discounted. But there is more to that partnership than meets t

Friday, February 16th, 2024 – 3:38 am SHARE: Hey Readers! Welcome to the AdExchanger Commerce Newsletter. This week, I'm examining how the era of standalone walled gardens and content fortresses has given way to new forms of ad platform partnerships. I think of these partnerships as " sky bridges " because they aren't open advertising integrations. Those on the outside can still only look on in envy. Instead, we're seeing the biggest (and, uh, medium-est) online platforms piping data and ad budgets between them so as to recreate former methods of user-level targeting and attribution. The reaso

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