Macy's selected Pentaleap to power its next-generation retail media network. The network includes advertising across Macy's and Bloomingdale's platforms. The partnership deploys new ad server and mediation technology to improve the relevance of online ads for shoppers.
The technology enables brands to purchase sponsored product placements. Brands can access this across the multiple ad tech platforms where they currently manage investments. Michael Krans, Macy's VP of Retail Media, stated the collaboration aims to create a more open and flexible retail media ecosystem.
The move protects the user experience while expanding access to new demand sources. This strategy is designed to drive growth. Macy's will shift toward a model combining direct sales with a programmatic buying approach to simplify execution and improve performance for brand partners.