What's Happening?
AllGear Digital, an outdoor media company, has entered into a retail media partnership with Backcountry, an outdoor retailer. This collaboration allows AllGear Digital to sell and manage ad inventory on Backcountry's ecommerce platform, sharing in the revenue generated. The partnership, set to launch by November, represents a novel collaboration between a media company and a retailer in the outdoor sector. This move provides AllGear Digital with access to lower-funnel inventory, complementing its content and audience data, while Backcountry gains a foothold in the retail media business.
Why It's Important?
The partnership between AllGear Digital and Backcountry is significant as it exemplifies a new model for media companies to expand their reach and revenue streams. By integrating retail media into their strategy, media companies can offer advertisers a more direct path to consumers, enhancing the effectiveness of advertising campaigns. This collaboration also highlights the potential for media companies to diversify their business models in response to declining referral traffic from traditional platforms. For Backcountry, the partnership accelerates its entry into the retail media space, providing a competitive edge in the growing market.
