Skai, the leading omnichannel advertising platform specializing in commerce media, and NIQ, the world’s leading consumer intelligence and omnichannel analytics company, announced a strategic alliance designed to enhance retail media performance with cutting-edge digital shelf intelligence and omnichannel measurement capabilities.
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The alliance launches with the inclusion of NIQ’s Digital Shelf insights—including data on product content, inventory, pricing, promotions, and more—into Skai’s platform. This collaboration enables marketers to make real-time, data-driven optimizations to maximize profitability, incremental sales, and market share across retail media networks globally.
“This collaboration unlocks capabilities we haven’t had access to before via any of our partners,” said Harriet Dykes, Retail Media Director at Dentsu. “With metrics like total share of search, competitors’ paid and organic share, and out-of-stock data directly accessible in Skai, we can set up automated, keyword-level actions for retailers across Epsilon and Criteo. This enables us to allocate budgets with precision and adapt in real time to outmaneuver competitors, marking a significant step forward in optimizing retail media performance for our clients.”
Key benefits of the alliance today include:
- Boost ROAS with prioritized keywords: Focus on keywords with low organic rankings and share of voice (SOV) for greater efficiency in paid media.
- Outperform competitors in real-time: Adapt bids and strategies based on competitors’ paid and organic activity.
- Maximize campaign conversions: Leverage product quality insights to optimize content and drive results.
- Run inventory-aware campaigns: Dynamically adjust campaigns based on product availability and competitor stock levels.
Looking ahead, NIQ and Skai plan to expand their collaboration, utilizing NIQ’s Point of Sales data to measure incrementality and exploring synergies between Skai Decision Pro’s forecasting capabilities and NIQ’s Media Mix Modeling solutions. These advancements aim to provide brands with a unified view of their media investments, enabling smarter strategies across the entire omnichannel commerce landscape.
“Brands and agencies now have the tools they need to capitalize on retail media opportunities while staying agile in the face of market dynamics,” said Andrew Criezis, President of NIQ. “This alliance offers a comprehensive approach to optimizing retail media investments with real-time, actionable data.”
“We are thrilled to collaborate with NIQ to deliver unmatched digital shelf intelligence within the Skai platform,” said Gil Sadeh, President of Skai. “This collaboration is just the beginning, and we look forward to bringing even greater value and innovation to our clients in the months ahead.”
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