Blog Article
May 2, 2025
As retailers compete for advertiser budgets, your ability to connect brands with the right shoppers at precisely the right moment is your competitive advantage. Nearly 20% of all digital ad spend now flows through retail media. Advertisers increasingly expect sophisticated targeting capabilities, and are willing to pay top dollar for your first-party data that improves their performance.
Audience Targeting solutions, like those powered by Moloco, bridge this gap – giving retailers unprecedented control over audience management while empowering advertisers with flexible options that drive predictable outcomes (even in uncertain times). All while protecting the privacy of consumers.
Commerce media audiences stand apart from traditional targeting methods because they blend actual purchase behavior with shopping intent data.
When retail media networks (RMNs) can identify shoppers who have purchased competing products or browsed specific categories, for example, you unlock all kinds of improved outcomes:
Yet, many retailers struggle to fully monetize this audience data or provide the targeting flexibility advertisers increasingly demand. That's where Moloco comes in.
Supplier retail media campaigns often have different objectives, from new product awareness to incremental sales. While maximizing performance is key, brands also want control over who sees their ads, when they see them, and how they're reached.
Moloco’s enhanced Audience Targeting Suite offers a more flexible, tailored experience, including multiple pathways for your advertisers to reach their ideal customers.
When advertisers want maximum performance with minimum effort, Smart Targeting delivers. Custom-built transformer models respond to anonymized in-session shopping behavior, predicting an ad’s relevancy for each user in real time. This advanced machine learning technology:
With this approach, less mature or time-strapped advertisers gain an efficient “set it and forget it” option that delivers impressive results, without the need for constant oversight and manual adjustments.
For power advertisers who want granular control, Custom Audience capabilities provide the tools to build highly tailored audiences based on:
This approach ensures your most sophisticated advertisers can create highly specific audience segments aligned with each campaign’s unique objectives.
Predefined Audience Targeting, the latest addition to Moloco’s platform, enables retailers to upload and activate their own curated audience sets for campaign targeting. This allows you to:
With Predefined Audience Targeting, advertisers can:
In addition to enhanced targeting capabilities, retailers also need to carefully manage who can access their valuable audience data. Some audiences represent your most valuable data assets and should be reserved for strategic partners or premium advertisers, while others might be appropriate for broader access.
Moloco’s new Audience Administration tools give you centralized control over how your audience data assets are utilized across the advertising network.
With Audience Administration, retailers can:
This robust administration layer ensures that retailers can strategically deploy their high-value audiences while maintaining governance over their data assets.
We understand every retail media business has unique requirements. That's why implementing Moloco’s new Audience Targeting capabilities is flexible and tailored to your needs. Retailers of all sizes and sophistication levels can leverage targeting capabilities that align with their business strategy and data infrastructure.
Choose the implementation that best suits your business:
When retailers deploy our comprehensive Audience Targeting suite, they see tangible benefits across their business, from higher campaign efficiency and conversion rates to greater overall return on ad spend.
Your first-party commerce data represents an incredible opportunity to generate new revenue while helping advertising partners achieve better results – and consumers discover more relevant products throughout their shopping journeys.
With Moloco's AI-powered Audience Targeting Suite, you can move faster, optimize smarter, and maximize the impact of every advertising dollar spent on your platform.
Our team is ready to help you implement these powerful new capabilities and drive superior results for your advertising campaigns. Contact us today to learn how Moloco can transform your retail media strategy.
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