In this episode of Retail Media Therapy, Viv Craske and Colin Lewis unpack a week packed with developments across AI search, retail media innovation, and marketplaces.
Key Topics in This Episode:
AI platforms are reconsidering advertising
AI search platforms are taking different approaches to monetisation.
Perplexity is stepping back from ads to protect user trust, while Google is experimenting with ads inside AI search results. At the same time, Criteo has announced the ability to run performance advertising within ChatGPT, signalling that retail media could become an early monetisation layer for AI interfaces. Criteo’s integration with ChatGPT and tests by Target’s Roundel suggest retailers and ad tech platforms are moving quickly to connect retail media demand with AI environments.
Argos launches a marketplace with Mirakl
Argos, owned by Sainsbury’s, has selected Mirakl to power its new marketplace.
Marketplaces allow retailers to expand product assortment rapidly, attract long-tail sellers, and layer retail media monetisation on top. Mirakl’s growing ecosystem - including marketplace tools, advertising capabilities and AI integrations - is helping retailers accelerate this strategy.
Wickes launches a DIY retail media network
UK home improvement retailer Wickes has launched its own retail media network, joining the growing list of non-grocery retailers monetising their audiences.
DIY retail media comes with unique challenges:
- Longer shopper journeys
- Lower purchase frequency
- Greater need for education and content
- A mix of B2C and trade customers
This means awareness, inspiration and video content may play a bigger role than pure conversion advertising.
Key Takeaways
• AI platforms are still experimenting with how advertising fits into AI search experiences
• Retail media players are already moving into AI environments
• Marketplaces remain a powerful engine for retail media growth
• DIY and home improvement retail media networks require a different strategy from grocery or FMCG
Grace & Co | Retail Media Experts
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