Affiliate Idea Factory

Marketers hoping to reach soccer fans at this summer’s World Cup face a dilemma — take the reach of TV at a premium, or consider other options.

Sport radio, streaming audio and especially podcasts could offer an alternative.

“Digital audio has been growing for us in terms of client interest over the past few years and we expect investment in the channel to reach unprecedented levels over the World Cup period,” said Jamie Ross-Skinner, strategy and insights director at performance media agency Roast. He didn’t share an exact investment estimate.

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As an industry, marketers and agencies are inching closer to solving the riddle on what ads made consumers buy products or services — and retail media networks seem to be offering the best brainpower. Digiday has learned that Walmart Data Ventures is rolling out Scintilla Media Data Feed, a new API that empowers advertisers and their agencies to securely share Walmart first-party operational and retail data through scalable API access with their agency and tech partners.

Although Scintilla as a broader data offering has been up and running since 2021, it’s making more of its commerce-side data available to agencies and tech partners, and it’s also giving them more direct access to it, all effective this week.

The API offers up what it calls “non-media, omnichannel signals” that help advertisers understand activity across Walmart’s online and in-store commerce independent of ad activation. The insights include near real-time updates on inventory and availability, store-level trends, and regional performance, without having to go through the supplier.  

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