Macy’s Media Network is making it easier for advertisers representing companies of all sizes to reach Macy’s shoppers through a pilot collaboration with Amazon Retail Ad Service, starting this fall.
This collaboration gives advertisers using Amazon Ads a streamlined way to engage with the millions of people that shop with us digitally through the Amazon Ads console and APIs they already use. This means our new advertising partners can:
- Manage their Sponsored Products Macy's campaigns alongside their other retail media investments through familiar workflows
- Access consistent reporting and measurement tools
- Scale their reach to Macy's highly engaged audience seamlessly
Using a suite of sophisticated models, we'll be able to serve ads that incorporate real-time availability, pricing, and contextual information such as search queries and browsing behavior.
This integration complements our existing advertising partnerships and technology stack, and supports our vision to make it easier for advertisers to form even more meaningful connections with our online shoppers.
The service operates on dedicated systems with stringent access controls through AWS, ensuring our business information remains secure and separate. In addition, we maintain full control over our advertising experience, including creative formats, ad placements, and frequency.
We are committed to providing media buyers a convenient and easy experience when advertising with us, and look forward to offering brands this opportunity to quickly, easily and cost-effectively deliver contextually relevant ads on our digital platforms.
"With Macy's using Amazon Retail Ad Service, we're thrilled to help brands activate high-performing sponsored product campaigns on Macys.com. The combination of Macy's engaged shoppers—who seamlessly move between online and in-store channels—and Amazon's industry-leading ad technology allows brands to engage with relevant advertising at critical points in the shopping journey. This marks a pivotal shift in retail media, and advertisers will soon benefit from the full power of Pacvue's unified platform to drive immediate scale, performance, and efficiency."
-- Melissa Burdick, President, Pacvue
Collaboration FAQs:
Q1: What is new with this announcement? Macy's Media Network will integrate with Amazon Retail Ad Service (beta), giving advertisers using Amazon Ads a streamlined way to engage with the millions of people that shop with Macy’s digitally. This will enable Macy's to leverage Amazon's proven ad- technology expertise while maintaining our commitment to making it easy for advertisers to form meaningful connections with our online shoppers.
Q2: How does this benefit advertising partners?
Through this integration, advertisers using the Amazon Ads console and APIs can:
- Manage their Macy's Sponsored Products campaigns alongside their other retail media investments through familiar workflows
- Access trusted tools to help drive performance against advertiser goals
- Seamlessly scale their reach to Macy's highly engaged audience and drive performance
Q3: When can advertisers start creating a Macy’s campaign on Amazon Ad Console? Early Q4, in time for holiday campaigns. Advertisers should start planning for these holiday campaigns by allocating budgets. Reach out to the Amazon team to get updates and learn more here.
Q4: How does this integration affect already planned Sponsored Products campaigns on Macy’s Media Network? No change. If you are already running campaigns through Macy’s Media Network, self- serve or managed, your Q4 campaigns will continue to run as usual without change.
Q5: Which ad-format are you launching with? We are launching with Sponsored Product ads.