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Unveiling OSMOS: A Tale of Commerce Media Revolution

In the dynamic landscape of advertising, history often repeats itself. Join us on a journey as we trace the footsteps of a giant – Google – and unravel the evolution that paved the way for OSMOS, the future of commerce media.

Rewind to the early 2000s when Google, a budding company with a promising search engine, dominated paid search with a 75% market share. However, at this juncture, Google had little to no presence in the realm of display ads, and it was struggling to create a scalable solution for display advertising.

The turning point came in 2007 when Google made a groundbreaking acquisition, securing DoubleClick and its underlying technology for a staggering $3.1 billion. This acquisition sent shockwaves across the digital advertising industry, establishing new benchmarks for ad serving, targeting, and measurement. The three pillars – "DoubleClick for Publishers," "DoubleClick Campaign Manager," and "DART Sales Manager”, – collectively made Google the king of online advertising

  1. DoubleClick for Publishers: Acting as Publisher Levers, this pillar includes ad inventory management and yield management. Publishers gain tools to efficiently manage ad space, optimize inventory, and enhance overall yield, streamlining the publishing process.

  1. DoubleClick Campaign Manager: Functioning as an Advertiser Levers, this pillar offers a self-serve platform for ad trafficking, access to performance reports, bidding, and targeting audiences. Advertisers gain autonomy and control over campaigns, tailoring strategies for optimal results.

  1. DART Sales Manager: As a Process Management pillar, DART Sales Manager addresses financial management solutions, order management, and campaign approval workflows. This pillar streamlines operational aspects, providing a structured framework for managing finances and campaigns seamlessly.

Just like Google, companies dominating the advertising space rely on these three pillars. Whether it's Amazon or Meta, these pillars serve as the foundation for their dominance.

But how does it relate to Retail Media?

In 2020, 58% of brands grappled with the question of whether retail media would prove effective, as they lacked a clear owner for their retail media strategy. Furthermore, 79% struggled to allocate budgets effectively, highlighting the industry's hesitancy and uncertainty about the potential success of retail media during that period.

However, as of 2023, 90% of brands have recognized the critical importance of retail media, signifying a significant shift in perception. Yet, new challenges have emerged, with advertisers now specifically seeking Retail Media Networks (RMNs) capable of rapid scalability. In this evolving landscape, advertisers express a preference for investing in only 10-12 RMNs at most. Emphasizing this, Kelly Leger, Managing Director of advertising, marketing, and commerce for Deloitte Digital, said-

"The reality is that brands on shelves will double down on the five to 10 (RMNs) who move the needle.”

Retailers currently have three options to build a scalable retail media network, each with its challenges:

  1. Acquiring a Platform: Following Google's example with DoubleClick, this approach involves substantial costs, reaching a staggering $3.1 billion.

  1. Building an In-House Ecosystem: Similar to Amazon's strategy, this option demands a significant investment of time and resources. Amazon, for instance, dedicated a remarkable 11 years to establish its comprehensive stack.

  1. Partnering with Platforms: Collaborating with entities like Criteo and TopSort may lead to fragmented offerings, a scenario disliked by 61% of retailers according to Epsilon's insights.

With these challenges in retail media, conducted extensive research to address the evolving landscape. The findings revealed that retail media networks will have to rely on the time-tested pillars that Google employed to ascend as the undisputed leader of online advertising, in order to build a scalable and end-to-end advertising solution.

Introducing OSMOS: A Pioneer in creating scalable commerce media solutions

OSMOS stands on three categories, mirroring the pillars that propelled Google, Amazon, and Meta to success.

  1. Adscape: The champion for delivering a premium advertising experience. Adscape, similar to " DoubleClick Campaign Manager," offers advertisers self-serve campaign management, rich media ad formats, and in-depth targeting options.

  1. ControlHub: The automated process management engine. Similar to "DART Sales Manager," ControlHub streamlines ad budget management, campaign review processes and order management, addressing challenges posed by operational inefficiency and limited resources to scalability.

  1. StratEdge: Designed to give retailers control of demand-supply levers. Yield and inventory management, live program insights, and advertiser engagement make StratEdge the strategic cornerstone, similar to "DoubleClick for Publishers"

Each category comprises multiple apps, allowing retailers to tailor their solutions. Whether choosing apps from different categories or the entire offering, OSMOS provides flexibility and scalability, offering a solution as comprehensive in 4 weeks, similar to what Amazon took 11 years to achieve. Additionally, OSMOS can seamlessly co-exist with retailers' current tech stack, ensuring a smooth transition and compatibility with established systems.

OSMOS is a response to the evolving challenges of retail media, with tech & ops strategies and infrastructures that have stood the test of time. Each category serves as a testament to a meticulous understanding of industry hurdles, offering retailers not just a lifeline but a blueprint for success in the dynamic commerce media landscape.