Home Ecommerce Retailigence Makes A Pop In Programmatic Creative With Partner Deal

Retailigence Makes A Pop In Programmatic Creative With Partner Deal

SHARE:

RetailigenceRetailigence, a mobile location company that connects brand advertisers with brick-and-mortar pricing and product availability down to the SKU, has turned an eye toward ad tech vendors.

Rolling out on Wednesday an adPop Engine for channel partners, of which Medialets, AdColony, PointRoll, Tremor Video and Xtopoly are early users, the company, which bills itself as an offline-to-online marketing platform, is looking to infuse location-based shopper audience data with dynamic ad servers.

“To bring up extremely relevant, ultra-current information from a retail source for shoppers to say, ‘What can we show you that will make you engage, interact and be legitimately useful to you?’ was the impetus for us connecting with Retailigence,” commented David Simon, CMO of PointRoll.

PointRoll (which was acquired by Gannett in 2005) focuses on dynamic creative optimization, working with a number of brands ranging from Staples to CVS, to help them dynamically surface creative and rich media. PointRoll’s technology, according to Simon, “enables us to figure out who to show an ad to, what information we have permission to leverage and then basically build an ad in 10-20 milliseconds.”

Particularly as it pertains to dynamic ad insertion and creative in the retail vertical, Simon said it’s still early days, but as the in-store experience shifts with shopper innovations around reserve online and pick up in-store, there is increased demand for ways to integrate options for reserving a product or determining local availability of that product in the ad unit itself.

“What happens, technically, as the individual hits the publisher page… [because] Retailigence has a connection to many retail systems, we’re able to say, ‘There are three products available in this store one mile from you,’” commented Matthew Shevach, SVP of ad solutions for Retailigence. “In general, we are getting data from retailers directly or partners who have been designated as the owner or distributor of that data.”

Retailigence two years ago hitched its massive database of SKUs and retail product and pricing data to demand-side platform (DSP) DataXu’s wagon. This gave retail marketers a way to infuse local store inventory data into mobile display by targeting ads based on “nearby” product availability. Other early DSP partners included PocketMath and Human Demand.

While Retailigence used to lay a majority of the structural bricks itself in campaigns marrying location and product-level data, Shevach said the company has been emphasizing partner implementations. That’s not to say Retailigence is forgoing agency meetings, but building a partner ecosystem is a higher priority now that the tech’s got some leverage in scale.

“I think it’s been a rising tide in using this data in a programmatic way over the last six to nine months,” he said. “We’re able to connect highly scalable information about where the product’s located [and map] events, but the challenge is how should the [dynamic creative] look? It’s a combination of a template, tool-based approach with a custom design layered on top.”

Must Read

Former FTC commissioner Alvaro Bedoya speaks to AdExchanger Managing Editor Allison Schiff at Programmatic IO NY 2025.

Advertisers Probably Shouldn’t Target Teens At All, Cautions Former FTC Commissioner

Alvaro Bedoya shared his qualms with digital advertising’s more controversial targeting tactics and how kids use gen AI and social media.

Wall Street Turned Against Ad Tech – But May Learn To Love It Again

What can pureplay ad tech companies do to clean up their rep on the Street?

AppsFlyer and Roku’s New SRN Integration Will Shed Light On CTV Campaign Impact

Roku and AppsFlyer announced the launch of a new self-reporting network (SRN) integration between both companies, which will allow mobile app advertisers to more effectively measure their streaming video campaigns

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where the DOJ v. Google ad tech antitrust trial stands after one week’s worth of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.

DOJ v. Google: During Opening Arguments, The DOJ And Google Battle Over An AdX Divestiture

Court is back in session. And the fate of  the open internet is in the balance.