Retail media teams need reliable product information to support their advertising. Product titles, descriptions, images, pricing, and availability all help determine which products can be promoted and how they appear to shoppers. VersaFeed helps teams organize, improve, and deliver that information where it’s needed.
Where Product Feeds Fit in Retail Media
Retail media allows brands to reach shoppers through a retailer’s advertising offerings. To understand VersaFeed’s role, it helps to separate two types of data:
- Shopper data helps identify the audiences an advertiser wants to reach, using information such as shopping behavior and purchase history.
- Product data describes the items being advertised, including what they are, what they cost, and whether they’re available.
VersaFeed supports the product data side by creating and managing optimized product feeds: structured collections of product information that advertising platforms can use.
Two digital retail media applications help illustrate how this works.
Product Data for On-Site Retail Media
Retailers that operate a retail media network can sell advertising placements on their own digital properties, such as sponsored product listings.
These placements typically rely on the retailer’s internal product data. Depending on the retailer’s setup, VersaFeed can deliver an optimized version of that data back to the retailer or its retail media technology partner as another feed output.
This gives the retail media team access to enriched titles, more complete attributes, and other product improvements already being managed by VersaFeed.
Product Feeds for Off-Site Retail Media
Retail media can also extend beyond a retailer’s website. Teams may use a retailer’s shopper audiences to reach people through platforms such as Meta or Pinterest.
For campaigns that use product catalogs, VersaFeed can deliver optimized feeds tailored to the platform and the retail media team’s requirements.
When Does a Retail Media Team Need a Dedicated Feed?
An existing paid media feed may be a useful starting point. But retail media teams may need a different product selection, additional attributes, or their own campaign groupings. A dedicated feed lets them address those needs while building on the same underlying product data.
Putting product data to work
VersaFeed gives retail media teams a way to use richer product information across these advertising environments. Its specialists manage feed setup, customization, and ongoing optimization, helping teams keep product data aligned with their campaign needs.