Issue #22: Google proposes new SERP and John Lewis expands media offering

☕ Hello there adtech champs

More ice coffee please as we fend off the heat, here are the top stories from the week so far.

🗞️ Top Stories

1. Google’s ‘Option B’ search layout aims to solve EU regulatory challenge

   Google proposes an extra box of free supplier links beneath its vertical search units, giving hotels, airlines and restaurants equal page real estate. Reuters

2. IAB unveils first Gaming Measurement Framework

   The guide standardises in-game ad formats and defines KPIs such as interaction rate and brand recall, offering brands clearer benchmarks. Marketing Dive

3. 7Stars reject principal media trading to maintain impartiality

   The agency claims that shunning principal media deals leaves millions on the table yet preserves true client impartiality, urging rivals to abandon reselling. The Media Leader

4. Netflix in talks with Spotify for live concerts and award show partnership

   The streamer is exploring music focused live formats as part of a broader live events push to encourage advertiser and subscriber growth. Investing.com

5. Seedtag outperforms market with 38% YoY UK growth

   Contextual ads specialist Seedtag reports double digit gains across Europe, fuelled by AI driven targeting and growing CTV investment. ExchangeWire

6. John Lewis launches off-site retail media network offering

   The department store group will offer partners sponsored product listings and off site display and video ads, fuelled by loyalty data. Retail Gazette

💭 60-Second Take – John Lewis expands retail media off-site

John Lewis is extending its first party data into a full-funnel retail media network with an off-site display and video ad offering. Built on its successful on-site sponsored listings, the move aims to protect the premium audience targeting advertisers expect from retail media, whilst adding programmatic inventory scale.

• Balancing quality and scale: Expanding beyond on-site placements unlocks significant incremental reach, but John Lewis must ensure quality and brand safety for advertising partners to avoid eroding trust on long term growth potential.

• Epsilon under the bonnet: Partnering with Epsilon’s identity graph and Publicis’ commerce capability can deliver a sophisticated and credible product launch, letting the network compete with Tesco Media or Sainsbury’s Nectar360 from day one.

• Self-serve on the horizon: To lure future SME budgets the buying interface must feel as intuitive as Google Ads or Meta, with frictionless campaign ops, creative uploads and reporting - anything less risks a continuation of IO buying that limits scale.

While retail media margins can hit 70%, John Lewis will need to consider if ad revenue will move the needle against traditional retail profits at scale. Long term it remains unclear whether retail media networks at large become headline growth drivers or niche side hustles, however what is certain is that brands should be making the most of the unique audience targeting that retail media offers.

Got feedback, suggestions or interested in partnerships? Hit reply and let us know.

See you next time,

Access Adtech