This post was created in partnership with LiveRamp and Adobe.
Retail media networks have spent years acquiring customer data to better target audiences. Now, they’re thinking about the next step: how to use that data to develop relevant, personalized messages for consumers.
During an ADWEEK House Cannes Lions panel co-hosted by LiveRamp, Adobe, and Dick’s Sporting Goods, leaders revealed a new partnership that will enable the retailer to leverage both companies’ tools to deliver more personalized creative messages to consumers through its retail media network.
The three execs sat down to talk about how the partnership is enabling Dick’s to get ahead in the next frontier of retail media: reaching consumers with creative that resonates.
Personalization at scale
Marie Knight, director of AI creative and commerce ecosystem at Adobe, said the partnership was organic, as Dick’s was already using LiveRamp’s data platform and Adobe’s creative tools.
“The partnership is in some ways simple, but that’s the beauty of it,” Knight said. “It’s data plus creative for optimized and improved outcomes.”
David Young, vp of retail media at Dick’s Sporting Goods, explained that by leveraging the power of Adobe and LiveRamp together, brands tapping into Dick’s media network can be much more personalized with their offers. He gave an example of telling a “Tier 2 auto story in the Southeast to help move more Tahoes for Chevy” instead of defaulting to a national brand story.
Matthew Hogg, svp of business development at LiveRamp, added that the partnership will lead to more efficient experimentation.
“There are a lot of businesses that are somewhat constrained by the amount of creative variability they can have,” he said. “Providing more options and more things that you can test, you can experiment and drive more value and growth for your business, and doing it super efficiently is going to be very valuable.”
