Tired Of Topsort’s Half-baked Retail Media Stack? Switch To OSMOS For A Complete Solution

Topsort has a very archaic view of the role retail media plays in the overall marketing strategy. It still hasn’t caught up with the fact that marketers have started expecting retail media to be a full-funnel solution.

This is evidenced by the lack of top-of-the-funnel ad formats and no apparent intention of supporting offsite and in-store advertising.

At OSMOS, we understood quite early on that advertisers are eventually going to demand far more than bottom-of-the-funnel product ads and basic banner ads.

Also, we recognize that most advertising solutions begin as BOFU search ads and then expand to the top of the funnel. Retail media is no different.

Hence, we built capabilities to support rich media ad formats, and enable advertising anywhere the shopper was casually browsing- online or offline.

Advertisers are getting tired of managing spends on numerous retail media platforms. Ultimately, they are going to pick top 5 or max 10 RMN that suit their needs.

With the hundreds of choices they have, why would they choose a platform that doesn’t help them connect with advertisers across all stages of the purchase journey?

Credit where credit is due, Topsort does have capabilities that simplify the advertising process- which is great for torso & tail advertisers.

However, head advertisers demand more control and sophistication, for instance, making sure that out-of-stock products’ ads are not shown, or they get to control bid multiplier, or even knowing which keywords are working/not working for them.

Topsort offers none of these controls.

While we firmly believe that simplifying advertising is extremely important for mass adoption of a retail media platform among advertisers, we also recognize that head brands demand control, and are less likely to blindly trust a hidden algorithm (as great as it may be).
At OSMOS, we have figured out a way to balance the needs of longtail and head brands- customizable feature access. 

This way, you can open up complex features only to head brands, while keeping advertising simple for tail & torso brands.

Because it allows publishers to capture the highly underestimated ad spends from smaller brands- which is impossible without giving brands access to end-to-end self-serve campaign management tools.

To retain head brands, you need to give them control over their advertising levers.

To acquire tail & torso advertisers, you need to simplify the advertising process.

The only way out is to create a different experience for the two groups.

Don’t Settle For Basic Retail Media Tech
Choose Sophistication. Choose OSMOS.