Why Scotts Miracle-Gro is pursuing more retail media from retailers like The Home Depot amid the crumbling cookie
By Kimeko McCoy
Four months into Google’s Chrome cookie conundrum, the loss of third-party cookies continues to push marketers to pursue alternative channels, like retail media. At least that’s the case for Scotts Miracle-Gro, a consumer lawn and garden products company.
Retail media has long since been a key element of Scott’s media mix, according to Morgan Millard, director of omnichannel strategy and planning for Scotts Miracle-Gro. But as the fallout from Google’s third-party cookie continues, the company is relying more on its retail partners, like The Home Depot’s Orange Apron Media (formerly Retail Media+) to leverage their first-party data.
“I would say it represents around 40% of our total enterprise media budget. It continues to get bigger and bigger every year because of just the importance and that closed loop attribution that we can get,” Millard said, without specifying a dollar amount.
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Source:: Digiday
