Did you know that consumers spend 50% of their time online on the open internet? The open internet is defined as the online environments outside of search and social walled gardens, where advertisers have more choice of who they want to work with, when and how they want to share their data, and how they prefer to measure success. These environments allow retailers to have more control over their customers and their data to better inform every touchpoint and connection with them. But the current state of the industry begs the question: In a world where tech giants are taking over, how can retailers win?
In the below video from the 2019 retail and ecommerce event, eTail West, Jaysen Gillespie, Criteo’s VP of Analytics and Insights, discusses how retailers can emphasize their unique advantages to connect with consumers. Louisa Chen, CFO of Sole Society, a digitally-native brand of women’s shoes, handbags, and accessories, joined Jaysen on stage to provide tangible ways that Sole Society diversifies marketing channels across the open internet and walled gardens. Watch the video to find out how Sole Society is building its brand, as well as optimizing its marketing mix across channels.
Jaysen Gillespie, Criteo’s VP of Analytics and Insights and Louisa Chen, CFO of Sole Society, discuss how brands and retailers can leverage the open internet to drive marketing objectives, on the eTail West stage in February of 2019.
As you can see from the video above, retail is a dynamic and fast-paced world, with new opportunities for connection emerging all the time. In order to take advantage of these new innovations, brands and retailers need to create a culture of experimentation, where they can feel free to test and learn. Establishing this type of mindset ensures that retailers are top of mind for partners who have new and exciting solutions to share.
For more insight on the opportunities of the open internet, watch Jaysen Gillespie’s “In the Hot Seat” video with Ad Age.