Walgreens Partners With OpenAP For Television set Marketing IDs

What if you observed Television ads inspired by what you just lately shopped for at Walgreens?

To carry its shopper facts to a new channel – highly developed Television – Walgreens Promoting Team (WAG), the retail chain’s advert tech subsidiary, will integrate Walgreens’ to start with-party id details set with OpenID, an marketing ID backed by linear broadcast networks by means of their consortium, OpenAP.

It is OpenAP’s initial direct ID integration with a retail media system, explained David Levy, CEO of OpenAP. Its remit includes broadcast information onboarding to help audience concentrating on on Television.

Neither the WAG business device, which launched late last 12 months, nor the months-old OpenID solution have experienced much time for integrations. But Walgreens was a flagship OpenAP associate as a brand advertiser, Levy said. So, it was a normal following move to integrate for WAG’s managed assistance advertising.

With the OpenID integration, Walgreens can guarantee viewers attain throughout linear and streaming Television set networks for bespoke targeting segments, reported Luke Kigel, Walgreens’ VP of integrated media and head of the WAG business.

For illustration, models can focus on specific solution types (like cosmetics) or even subcategories (like Walgreens buyers who shop for certain kinds of lipstick). By distinction, linear advertisers are accustomed to audience guarantees dependent on a proportion of, say, adult men aged 25-45 decades outdated in a specific Television set current market.

Kigel claimed that retail advertising platforms are nonetheless shoehorned into shopper internet marketing or unique retail media promoting siloes at makes and agencies.

“Quite frankly, I believe that that’s going to evolve in the upcoming 12 to 18 months,” he explained.

An important driver of that evolution will be the decline of 3rd-celebration cookies and third-get together id information.

Right now, digital advertisers match advert strategies immediately to ecommerce transactions through 3rd-celebration cookies or initially-get together advertisement platforms this kind of as Amazon’s. But most of those people programmatic connections depend on a third-celebration cookie, Levy explained.

Walgreens’ client info base contains 100 million end users who can be matched to the OpenID identification set applying Nielsen and Comscore for linear Television set audiences and product IDs to match streaming viewers. As soon as Chrome deprecates third-bash cookies, such first-celebration information sets will be the only way to deterministically match advertiser and publisher audiences.

The OpenAP partnership must prolong WAG’s retail media value prop further than endemic Walgreens shopper marketing – which is frequently compelled into channels like affiliate advertising and marketing or social platforms like Facebook, the place there are to start with-get together IDs for CRM matching.

Plus, non-endemic models can use WAG and OpenID to construct custom made viewers segments. A vacation brand, for instance, may goal Walgreens prospects who just lately obtained travel-dimensions toiletries.

“If there is certainly a worthwhile data asset which is going to support increase your targeting as a CPG or otherwise, then why not examine it?” he explained.

Non-endemic advertisers haven’t made use of retail media platforms as standard advertising and marketing details belongings still, Kigel explained. But with the data-matching merchandise for Television, WAG is vying for countrywide branding strategies, not just shopper marketing.

“Retail media is not best of brain when advertisers are considering about highly developed Television set,” Kigel said. “But why not?”