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MarketMedia & Meta pioneer off-network ad attribution
Tue, 12th Dec 2023

MarketMedia, The Warehouse Group's retail media network, has announced a world-first partnership with Meta to launch Meta Managed Partner Ads (MPA). This collaboration offers a level of off-network media attribution that has not been experienced before. The partnership offers businesses the opportunity to execute highly-focused Meta campaigns on a large scale.

The technology applies insights sourced both on and off-site, including from millions of weekly visits to The Warehouse Group's online stores and apps, such as The Warehouse, Noel Leeming, TheMarket, Warehouse Stationery, and Torpedo7. With MPA, retailers and branding partners will now be able to track and measure off-site video and image ad performance down to the SKU level. Simultaneously, it will ensure user data protection and will help businesses anticipate the elimination of the cookie.

MarketMedia's self-service platform Zitcha will also have this offering available. Zitcha's deployment of the integration has already shown highly promising results, with returns on advertising spend reaching up to 32 times the initial investment.

APAC digital sales are projected to reach US $2.8 trillion by 2025, and off-site media is expected to play a significant role in that growth, working alongside both on-site and in-store retail media channels. MarketMedia, which currently offers access to New Zealand's largest retail audience, is excitedly anticipating the benefits this collaboration can offer.

Blaine Hudson, MarketMedia's Head of Product, Platforms, and Data, said, "The transformative power of MPA will revolutionise the effectiveness of ad campaigns; we are thrilled to be the world's first retail media partner to offer this service. We can now assist our brands and clients in executing world-class marketing across all points of the marketing funnel, both on and off-network."

Blaine went on to say that, "We can reach audience groups beyond our own channels, optimise our reach, and help brands engage with the right audiences at the right moment when they are scrolling through their social feeds - it's cutting-edge retail innovation designed to maximise return on investment. We are really proud of the difference this will make for Kiwi businesses."

Zitcha have expedited the process by allowing brands to utilise these resources self-service, providing real-time analytics and insights. Troy Townsend, CEO of Zitcha, stated, "Meta's MPA is a game changer for retailers and brand partners to leverage Meta's channels for their off-site retail media networks. We are observing a huge demand from brands wanting to transition their marketing resources from traditional channels into retailers with off-site capabilities that show, in real-time, the return on advertising spend."

He further commented, "Our robust relationship with Meta has enabled Zitcha to effectively utilise MPA for forward-thinking retail media networks such as MarketMedia that aim to quickly and at scale, extend and capitalise on their off-site media channels. MarketMedia continuously leads the path globally in retail media innovation with a world-class level of attribution and effectiveness. Closed-loop reporting and actionable data are already optimising campaigns and return on investment--and Meta's MPA integration will provide an even greater advantage."