Retailers that sell advertising space on their websites and mobile apps have the power to collect enormous amounts of data about the buying habits of their customers. That information can help marketers of consumer packaged goods (CPG) to hone their digital media-buying strategies.

“The rise of retailer data is complementing and filling that gap from a targeting and a measurement perspective,” Keith Camoosa, chief addressability officer at ad agency Dentsu International, said in this discussion with consultant Zach Rodgers at the Beet Retreat San Juan.

Data that help those marketers measure the return on investment (ROI) on their sales and marketing efforts. Scanner data from brick-and-mortar stores have been helpful in compiling these metrics, but not necessarily in improving ad targeting.

“The scanner data is time series in aggregate; it’s not individual for one-to-one targeting, but that data itself is very valuable from measurement and tracking perspective,” Camoosa said. “The challenge becomes: how do you allocate budget to verified shoppers, but also have allocations to the top of the funnel, middle-funnel and not be solely focused on repeat purchasers.”

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