Speaker: Paul Dahill
When Keyword Search Complexity Increases, Most Retail Media Networks Lose Significant Ad Coverage
Paul Dahill: A big question. We see many retail media networks grappling with is how to run sponsored products in search and whether it's more scalable to run sponsored products based on keyword or product categories. The assumption has been that sponsored products should work the same as search based advertising. But when we analyze this, we found that some networks like Albertson's, Macy's and best buy do significant ad coverage as keyword complexity increases. Meaning that depending solely on keywords can mean that you're missing out on ad coverage and leaving money on the table.
