New-to-brand: Amazon's retail media metric for first-time buyers, now widely copied
· 51m ago · Originally reported by PPC Land
Amazon defines a new-to-brand sale as an ad-attributed purchase from a shopper who hasn't bought that brand on Amazon in the past 12 months. Other retail media networks have since adopted similar metrics, making it a de facto standard for measuring how sponsored ads recruit fresh customers rather than re-targeting existing ones.
Why it matters
The metric tells brands whether their ads are actually winning new customers or just re-selling to existing ones, which shapes how retail media budgets are judged.
Explain it like I’m new here
It's like a shop keeping track of which coupons brought in totally new customers instead of the regulars who were coming anyway.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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