Shopify Expands Campaign Autopilot, Pushing Deeper Into Ad Tech
· 3h ago · Originally reported by AdExchanger
Shopify is expanding its Campaign Autopilot product, moving further into advertising technology. As the commerce infrastructure and payments layer for many online sellers, Shopify holds large volumes of first-party data that major ad platforms want access to, though it has taken a cautious approach to ad revenue compared with other retail media players.
Why it matters
Shopify's first-party shopper data makes it a potentially major retail media player, and its moves could reshape how advertisers reach online sellers' customers outside of Amazon and Walmart.
Explain it like I’m new here
Shopify is like a landlord for online shops that also knows what all its tenants' customers buy, and now it's starting to sell ads using that knowledge.
Read the original at AdExchanger
Terms in this story
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
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