Sam’s Club leans on member data for predictive ad targeting
eMarketer’s Asa Hiken reports that Sam’s Club is using member data to power predictive ad targeting within its retail media network, aiming to anticipate shopper needs rather than just react to past purchases.
Why it matters. Advertisers gain a new predictive targeting option, pressuring rival retail media networks to prove similar forward-looking capabilities rather than relying on historical purchase data alone.
Signal from emarketer.com · Asa Hiken · read the original.
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