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Commerce media partnerships

Commerce media partnerships connect a retailer's customer and transaction data with a publisher's premium inventory, so brands can reach shoppers across channels such as CTV and display/mobile with targeting grounded in what people actually buy.

Inside a data clean room, the retailer and the publisher collaborate around their data without either side handing over customer records. For the retailer, that extends its data beyond its own channels; for the publisher, it adds targeting based on real purchases to its inventory.

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How it works

The retailer provisions its customer and transaction data, the publisher provisions its audience, and the two are matched inside the clean room. Overlap analysis shows where the retailer's customers already appear in the publisher's audience, and AI-powered lookalike modeling finds further audiences with similar characteristics.

The resulting segments are activated on the publisher's inventory. In a Decentriq data clean room, the match runs inside a confidential computing environment, so neither side's raw data is exposed to the other or to Decentriq. Read more about offsite retail media.

Case Study: OBI and Ad Alliance

+8%

uplift in ad recall

+3%

uplift in purchase intent

OBI and its retail media arm, OBI First Media Group, wanted to help its supplying brand GARDENA reach garden owners and robotic mower enthusiasts on connected TV without relying on third-party identifiers. Through Ad Alliance's Commerce Media Hub, which is powered by Decentriq, OBI matched its CRM and retail media data with Ad Alliance's premium publisher inventory. Overlap analysis and AI-powered lookalike modeling identified new audience clusters, which were activated across premium video, including CTV, and display.

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REad Full Case Study

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Frequently asked questions

How does this relate to an RMN offsite activation product?

This is achieving the same outcome, namely activating shopper data outside the retailer owner and operated inventory. The difference is that this product can be sold by the publisher to their client, whether they are a retail media network customer or not.

Can a retailer work with more than one publisher?

Yes. Retail data can be activated across several premium publishers and CTV through Decentriq's partner network, using direct audience matching or lookalike modeling.

How is this different from advertiser CRM onboarding?

In advertiser CRM onboarding, the advertiser brings its own customer list to a publisher. In a commerce media partnership, the retailer brings its customer and transaction data, and its brand partners benefit from the targeting that makes possible.

View Other Data Monetization use-cases

Advertiser CRM onboarding

Onboard an advertiser's first-party CRM data into your environment to unlock new revenue from matched, activation-ready audiences

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Talk to us about commerce media partnerships

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