As the cookie dies and retail media grows, The Mars Agency expands its commerce offerings
Given the focus on cookie deprecation changes this year, agencies and clients will increasingly seek more transparency with campaign insights and data across retail media. So commerce shop The Mars Agency in early January introduced two new products for its commerce marketing platform, Marilyn.
Mars added the self-serve dashboard and commerce media benchmark database to help brands unite their commerce media measurement and planning in a single place. (More on the the demise of cookies here.)
Rob Rivenburgh, global CEO of The Mars Agency, said he sees these developments as part of an effort to go beyond pure media metrics and “get a full view of program performance” for commerce marketing. As part of Mars’ commerce strategy, Rivenburgh said Marilyn lets clients analyze all aspects of commerce, from e-commerce to analytics.
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Source:: Digiday
