Category: In the News

Lance Brothers, Chief Revenue Officer, Adstra

Managing identity has never been more complex. Customer data is fragmented across systems, privacy regulations are tightening and enterprises need different identity capabilities at various stages of their marketing and data strategies. The challenge isn’t just managing identity — it’s controlling it: using it where and how it’s needed without unnecessary constraints.

For B2B marketers, this is exacerbated by the difficulty in stitching together business and consumer identities, which come from disparate data sets. More sophisticated marketers are now adopting a business-to-person strategy, where these two identities are no longer divided. 

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Marketers are adding yet another item on their growing honey-do list for smaller and mid-sized retail media networks. They’re pushing for real-time bidding, a form of programmatic advertising that allows ads to be bought and sold in real time. Instead of retailers setting a fixed cost-per-click or CPM, marketers bid on individual ad impressions and the winner gets the ad space.

It’s a push for more control in the retail media ecosystem. Marketers have been spending more and more on retail media, even in light of economic uncertainty. By the end of 2025, retail media is expected to account for nearly 18% of U.S. digital ad spending — or $62.35 billion dollars. But that growth doesn’t come without scrutiny — or marketers’ hopes to standardize the space.

Marketers have already tasked RMNs with more flexibility in joint business plan (JBP) negotiations and deal making, incrementality and attribution, and transparency in reporting actual return on ad spend.

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