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UID:calendar.134136.field_date.0@www.tse-fr.eu
DTSTAMP:20260615T053546Z
CREATED:20240306T111001Z
DESCRIPTION:Kinshuk Jerath\, ““Retail Media” and Its Impact on the Retail E
 cosystem”\, Digital Workshop\, TSE & IAST\, March 13\, 2024\, 12:30–13:30\
 , Auditorium A4.\n\n“Retail media” refers to ads served to consumers on re
 tailers’ websites. From being essentially non-existent a decade ago\, this
  market is projected to grow to $100 billion by 2026 in the US\, which wou
 ld be more than 20% of all US ad spend. Retail media has important implica
 tions for advertisers (who are typically third-party sellers or brands)\, 
 retailers and consumers. In this talk\, I will focus on the attached paper
 \, in which we use a game theory model to investigate a retailer’s offerin
 g of retail media and manufacturers’ responses as manifested in their adve
 rtising and distribution strategies. The manufacturers\nwho sell through t
 he retailer use the retailer’s first-party customer data and their own kno
 wledge of which type of customers their products best match with to bid in
  auctions run by the retailer to place ads (called “endemic ads”). These a
 ds increase the efficiency of matching customers and products\, and the re
 tailer relies on advertising as a significant source of profit in comparis
 on to revenue share. However\, bidding competition among manufacturers in 
 ad auctions erodes their profits on top of sharing revenue with the retail
 er\, and offering retail media could drive manufacturers away from selling
  through the\nretailer to other options such as direct selling. Consequent
 ly\, a mid-sized retailer may forego retail media even if it is costless t
 o implement. We also study why\, and under which conditions\, a retailer m
 ay allow manufacturers who do not sell on its platform to still place ads 
 on the retailer’s platform (called “non-endemic ads”).
DTSTART;TZID=Europe/Paris:20240313T123000
DTEND;TZID=Europe/Paris:20240313T133000
LAST-MODIFIED:20260113T095129Z
LOCATION:TSE & IAST\, March 13\, 2024\, 12:30–13:30\, Auditorium A4
SUMMARY:Digital Workshop
URL;TYPE=URI:https://www.tse-fr.eu/seminars/2024-retail-media-and-its-impac
 t-retail-ecosystem
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