Catalina Salazar, Global Head at Wolt Ads catches up with MarTechSeries to talk about the evolving retail media space. 

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Hi Catalina, welcome to our martech interview series, tell us about yourself and your time in the martech/adtech space. We’d love to know more about your role at Wolt Ads and what a day at work looks like.

Thank you for interviewing me. I’m Catalina Salazar, originally from Colombia, and I’ve been in the advertising industry for 16 years. I began my career as a Software Engineer in Colombia before moving to Australia, where I worked in global media agencies leading digital performance marketing teams. I later moved to the UK to serve as a Global Digital Media Director for Dentsu and eventually returned to Colombia to lead Dentsu’s LATAM commerce team.

After 12 years in media agencies, I moved to the technology industry at Rappi, a super-app in LATAM, where I developed their merchant Ads solution and led the brand advertising team. There, I created programmatic retail media advertising products and an Agencies Partnerships Program, connecting with over 100 global brands.

In the past two years, I moved back to Europe to join Wolt, a Finnish technology company specializing in last-mile delivery across multiple verticals. At Wolt, I lead global adtech product and business development, creating tools for Merchants and Brands to connect with consumers effectively, driving true business performance and value from their retail media budgets.

How are global retail media initiatives evolving today, and what are the top trends redefining the segment in your view?

Retail media is growing rapidly, not only in terms of solutions but also in investments from brands and agencies. The biggest trend I observe is the increasing leverage of first-party data sets as media solutions, beyond traditional retailers to include health and financial companies. This expansion is driven by the privacy-first, cookieless world where first-party data becomes more valuable.

However, this trend presents a fragmented landscape for brands, with new providers and solutions emerging daily, complicating budget allocation. Media agencies also face challenges due to limited specialist resources. Yet, this fragmentation opens opportunities for technology companies to develop products that help brands navigate and capitalise on these new media channels.

AI and machine learning are becoming essential, as brands need assistance to process data and optimize campaigns. Many tech companies are developing AI-powered solutions to help brands succeed in this environment. Consequently, consumers will experience more touchpoints across different industries in their daily lives.

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How can B2B brands capitalize on current retail media networks to boost brand growth?

B2B brands are finding more opportunities in digital advertising, particularly within transactional environments of marketplaces and retailers. Traditionally, B2B brands had limited online channels, primarily relying on LinkedIn, content marketing, or CRM partnerships. However, retail media’s rise provides new channels for B2B communication and connection with the right customers.

Despite these opportunities, B2B brands must navigate a fragmented market with many new players. Adopting a testing and learning approach is crucial. Brands should invest in new platforms for a quarter or two to determine which ones drive brand growth.

B2B brands can learn from B2C counterparts by balancing investments in performance media and brand building. Building brand awareness helps consumers understand a brand’s unique selling points, enhancing performance media effectiveness. Leveraging awareness formats and touchpoints can strengthen market positioning and boost performance marketing results.

What proven practices help digital advertisers break through a crowded marketplace?

Maintaining a consistent brand presence in top positions across touchpoints is critical. Sponsored listings and premium placements are essential as traditional listings often get lost in crowded digital spaces. At Wolt Ads, we use machine learning to personalize top placements, ensuring the most relevant audience sees the product. This approach improves sales significantly, benefiting both consumers and advertisers.

Brands should also engage proactively with social media and cultural trends. Participating in platforms like TikTok or Instagram, despite the risks, prevents brands from appearing outdated. A strategic presence in these spaces enhances brand relevance and positioning.

Additionally, successful brands connect advertising with promotions, segmenting their advertising efforts to offer relevant promotions to different customer segments. Consistency, cultural engagement, and strategic promotions form a solid foundation for brands to break through and succeed.

Can you talk about some of the most interesting adtech and martech innovations from recent months and years that have piqued your interest?

The rapid advancement of artificial intelligence is transforming digital media. AI facilitates the automation of digital creatives, scalable messaging for different segments, and real-time data insights to optimize campaigns. Brands experimenting with AI and machine learning will be better positioned to grow and create meaningful consumer experiences. At Wolt Ads, we leverage machine learning to connect customers with suitable venues, significantly improving consumer experience and business results.

I’m also impressed by innovations in CRM, such as real-time issue resolution and enhanced shopping experiences using natural language processing. These advancements enable brands to address consumer challenges promptly, improving customer satisfaction and loyalty.

Another notable innovation is Asset Management Platforms, which maintain brand and product consistency across various channels. These platforms help brands manage large data sets and catalogues, ensuring consistent brand experience and imagery. Effective asset management is crucial for brands with multiple sub-brands and SKUs, preventing loss of control and consistency.

A few thoughts on the future of retail media before we wrap up?

Retail media has a promising future, helping brands overcome challenges posed by privacy laws and the disappearance of cookies. It enables brands to connect with the right customers at the right moments, driving significant growth. However, as with any booming advertising channel, there will be winners and losers. The successful players will offer more than just advertising; they will provide data insights, collaboration, and innovative solutions that integrate traditional media channels with retail media.

At Wolt, we are focused on creating comprehensive ad tech solutions that include data insights, media, in-app experiences, and offline touchpoints. As AI continues to mature, we will see enhanced brand experiences powered by retail media data. The creative human ability will leverage these new tools to deliver meaningful interactions between brands and consumers. The future of retail media is exciting. Watch this space for more developments!

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