Today, Walgreens Advertising Group (wag) announced it will be launching new self-serve programmatic and clean-room solutions allowing brand advertisers to run campaigns more openly on their own terms. The new self-serve programmatic solution will offer the ability to target consumers by applying audiences based on Walgreens first-party data to campaigns run on each advertiser’s preferred demand-side platform (DSP).
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“This solution allows the relationship between brand advertiser and retailer to be more transparent than ever and deliver a more integrated, human experience to the consumer.”
“We’re excited to bring our advertising clients more flexibility in managing the reach and frequency of campaigns on their preferred DSP, while dually building a better consumer experience through more relevant and optimized advertising,” said Luke Kigel, vice president of Walgreens integrated media and head of Walgreens Advertising Group. “This solution allows the relationship between brand advertiser and retailer to be more transparent than ever and deliver a more integrated, human experience to the consumer.”
With the new services, brand advertisers can maximize the reach and scale of campaigns across all digital channels. With more than 95 million myWalgreens members and Walgreens roughly 1 billion touchpoints daily with customers, the service can target purchasers of more than 70 key categories and advanced customer targets.
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Advertisers can access the new self-serve solution through The Trade Desk or OpenX, with more connections being added in the future. wag’s connection with The Trade Desk leverages the power of closed-loop reporting, where advertisers tie campaign performance to Walgreens sales data and optimize in real-time to drive efficiency, results and learnings for future campaigns.
With the addition of the clean room, powered by Epsilon, brand advertisers will be able to measure customer overlap while maintaining confidentiality of their first-party data.
The new ad solutions were created with our customers top of mind, using best-in-class safety guardrails within the platform. With customer privacy a priority, wag chose the Trade Desk solution as it leverages audiences stripped of directly identifiable information.
The new self-serve programmatic offering will launch broadly in Q2.
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