Retail media is growing rapidly because of the benefits it provides both retailers and brands. Brands that primarily sell through retail partners are increasingly interested in using retailer data to power their advertising campaigns, especially as third-party cookies become obsolete. Retailers are responding by developing retail media networks to better connect brands with shoppers, boost product visibility and increase sales.
To help retailers and brands achieve common goals, we recently launched a closed beta in Search Ads 360 (SA360) for offsite retail media campaigns. Offsite retail media enables brand advertisers to reach more consumers in unique environments off the retailer website, while capturing product sales on the retailer website. Our offsite retail media solution in SA360 enables advertisers to improve performance by combining unique retailer audiences with Google AI and scale across channels.
In SA360, we’ve created a privacy-centric way for participating retailers to enable brands to use their first-party data to fuel AI-powered Performance Max campaigns. In addition, over the coming months, we’ll test features that allow for self-service campaign management for brands and expand the beta to more retailers globally.
We’re also excited to partner with home improvement retailer Lowe’s as one of our early beta partners. Lowe’s is launching its first offsite retail media offering on Google Search and Shopping inventory, using a managed service model today and partnering with SA360 on the journey toward self-service options for their brand partners in the future.