Today we’re excited to share what our team has been building over the past several months: Market, the retail media network for independent brands. What started as a conversation about the state of digital advertising turned into a discussion about how absurd it is that DTC brands are still forced to rely on Google and Meta to acquire customers. From that conversation, we began to rethink what an ad network would look like if it had DTC brands’ best interests in mind.
Our team has spent the majority of our careers building walled garden ad platforms. With Market, we have the opportunity to build a different kind of ads paradigm. One that takes the best aspects of large platform ad systems and combines them with an open network that gives every brand an opportunity to make more money and access data that is usually locked behind walls and premium subscriptions.
As we began to sketch out the details for Market, our guiding principles were to build a system that is fair, transparent, and open to the brands that are part of it. This unfortunately is the opposite of what the major social and e-commerce walled gardens have evolved into over time.
So what does that mean specifically?
With these principles in mind, we built Market to help DTC brands sustainably increase revenue in a variety of ways:
We are also only charging for advertising that flows through our network – transparent, objective, pricing without arbitrage or opaque rev shares. This means that we can share our attribution reports, but let you evaluate Market based on your attribution. We don't ever want to grade our own homework (attribution) and charge you for it (rev share). This helps make sure that our system continues to align advertiser objectives with performance.
This is just the beginning — we have a big vision — and we want to partner as closely as possible with independent brands to build an ad network that they are actually excited to use. If you’re interested in learning more or providing your feedback, please sign up for our beta below.
We’ll also be at Shoptalk next week (3/27 & 3/28) and would love to meet if you’re planning to be there.
James & the Market team