Drizly, an Uber Technology company supporting the delivery of alcohol, it the latest retailer to create its own advertising network that one day could expand into offsite channels.
The suite of services under Drizly Ads will promote a broader suite of self-service and custom products for marketers such as search and display ads, premium brand pages, sponsored product listings, events and brand takeovers of its website and app.
Suppliers using the search offering can bid on keywords or terms, which influences how they serve up in search query results.
Other onsite ad placements with Drizly Ads include sponsored product listings, shelves, premium brand pages, category banners, badging and more.
The company also offers custom ad solutions that range from home-page takeovers to experiential opportunities — including partnership with brands.
Amit Patel, senior vice president of Drizly Ads and Partnerships, declined to give specifics around the number of search queries across the company's website, “but when it comes to alcohol, we have a big-scale advantage that enables us to amplify marketing for suppliers in ways that our competitors can’t.”
The sizable advantage is geographic coverage. Drizly operates in 35 states through a network of nearly 5,000 retail partners. It puts the company in front when it comes to suppliers reaching consumers through a full-funnel ad suite of products and services.
“Our ads platform is a second-priced based auction and direct tactics are priced based on placement and performance benchmarks,” he said.
Other changes are in the works. Given the shift to cookieless browser targeting, the company is working with partners to better understand what they need to help improve targeting through offsite channels long-term.
The company also hired Gina Hardy as its first chief customer officer to oversee all marketing operations. Hardy previously held the CMO position at smart home gym company Tonal Systems.