Offering Summary

Seize the Opportunity

Media networks represent a significant incremental revenue opportunity with substantially higher margins than typical retail business models. By building or enhancing media networks, organizations can unlock new streams of value.

0.5%–1.5% typical incremental annual revenue opportunity
70%–90% gross margin potential for on-site media

Media network ad spend is expected to continue its rapid growth. Media networks are among the fastest-growing ad formats, as transactional e-commerce remains a major attraction for advertisers.

31%–57% annual growth in retail media spend from 2019 to 2023
1.5x expected increase in media network spend from 2022 to 2024

The time to act is now. Many organizations already have well-established media networks and buyer relationships, and are advancing up the maturity curve. Further delay will make it increasingly challenging to secure a fair market share.

Examples of established media networks in the market include:

Kroger
Albertsons
Amazon
Home Depot
Walmart
CVS Media Exchange
Target
Instacart

Our Approach

Five Core Components of Our Publicis Sapient Media Network Solution

Publicis Sapient media network solutions are built on five foundational pillars:

Strategy
Defining the business case, technology and data strategy, operating model, go-to-market strategy, and product roadmap to achieve the vision.
Technology and Data Capabilities
Building key AdTech, MarTech, and data management technologies to exceed customer expectations and drive business growth.
Sales and Marketplace Access
Connecting ad inventory to advertisers, including sales development and go-to-market execution. We define media sales team roles and responsibilities and engage with advertisers to enable sales and enhance the media network.
Operations and Product Management
Managing and growing the media network, including campaign setup, ad operations, campaign management, reporting, billing, and reconciliation.
Adjacent Revenue and Data Monetization
Leveraging media network data to accelerate business initiatives (e.g., loyalty, personalization, data marketplace) and create additional revenue streams.

Benefits of Media Networks:

New revenue streams
Greater omni-channel audience reach
High-margin revenue
Dynamic, data-driven decision-making
Closed-loop measurement and reporting

Closed-Loop Measurement and Activation

Campaign Creation and Ad Delivery → Data & Reporting

ID Data Matching (Clean Room)
Targeted Campaign Set-up
Campaign Optimization

Key Steps:

Tailored Audiences
CPG Campaign Request
Personalization
Omni-channel Execution (including in-store)
Omni-channel Insight for Planning
Real-time Insights
Campaign Optimization

How We’ve Made an Impact

U.S. Supermarket Chain

The Imperative for Change:

Increase retail revenue and improve profitability
Drive faster, higher-margin growth

The Transformative Solution:

Unified data across devices, activated audiences, and reached specific segments
Transitioned from an incremental revenue model to an in-house platform leveraging incentives and loyalty data
Delivered a comprehensive solution integrating Google Analytics 4, Google Cloud, mParticle, LiveRamp, and more

The Business Impact:

$100M in revenue
On track to make data monetization a $1B business line

What Sets Publicis Sapient Apart?

End-to-End Media Network Capabilities

Publicis Sapient Services:

Defines the roadmap, builds and integrates technology capabilities (including wider partner ecosystems), and operates the media network

CitrusAd powered by Epsilon (On-site):

Provides technology to enable ads on owned channels and marketplaces, allowing ad buyers to purchase inventory

Epsilon (Off-site):

Delivers a market-leading identity graph to connect customer ID to off-site channels and sell off-site media

Publicis Media (Buy Side):

Supports product roadmap and strategy with intelligence and expertise on what advertisers want and how they buy

For more information, visit: publicissapient.com/solutions/media-networks