Petco, CitrusAd

Petco Health and Wellness Co., which is based in San Diego, has launched CitrusAd’s retail media technology for sponsored products and display ads across its e-commerce, desktop and mobile platforms. The offering provides Petco’s vendors with targeted digital advertising opportunities, and helps pet owners find relevant products to meet their pets’ specific needs, officials said in a statement.

“Petco’s vendors now have the ability to launch highly relevant, sponsored product and display media campaigns across Petco’s e-commerce platform to increase sales,” officials said. “Participation is available either as a managed service or in a self-serve capacity. The platform’s real-time relevancy engine combined with Petco’s first-party data ensures ads are placed in an organic, relevant way to enhance a customer’s online shopping experience. Brands can easily run and measure campaigns with a fully transparent dashboard to measure awareness activity, engagement, conversions and an accurate return on ad spend (ROAS).”

Beginning in December of last year, several Petco vendors were involved in pilot ad campaigns, allowing them to participate in various ad targeting opportunities. As a result of these campaigns, brands experienced on average a 300 percent to 400 percent return on ad spend, not including an expected in-store impact, according to officials.

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