Retail media is on the rise due to its mutual benefits for retailers and brands, especially as third-party cookies become obsolete.
To capitalize on this trend, Google has launched a closed beta for offsite retail media campaigns in Search Ads 360 (SA360).
This solution aims to leverage retailer data while protecting consumer privacy, allowing brands to reach consumers off retailer websites and drive sales.
The beta includes features for self-service campaign management, enabling brands to have more control and transparency over their media investments.
Google is partnering with retailers like Lowe’s to expand this offering, aiming to increase efficiency, scale, and performance in retail media advertising.
The focus is on protecting shopper information, providing improved reporting, and streamlining campaign management for brands.
As more retailers join, brands can benefit from common metrics and streamlined workflows across multiple retailers.
Google plans to continue enhancing retail media solutions within SA360, supporting additional campaign types and features to drive greater performance.
For more information, interested parties can contact their Google account team to participate in the SA360 beta.
