“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.”