Inside a New Programmatic Marketplace That Links Brands With E-Tailers
There’s a programmatic marketplace for seemingly everything now, including your Toys ‘R Us box. The latest in a decades-long series of efforts to replace newspapers and direct mail for distributing coupons and gift cards uses an online market to put them into e-commerce parcels.
Exact Connections is a new service rolling out of beta test that links offers from brands with online retailers that ship 9.6 million packages weekly. It comes from Exact Media, a four-year-old Toronto-based startup that for years has been shipping product samples from the likes of Procter & Gamble Co., Unilever or Johnson & Johnson through 120 online retailers such as Toys ‘R Us, Gilt, Zulily, Kohl’s and Saks Off Fifth.
The new dashboard-driven marketplace, at least for now, is limited to gift cards or paper inserts, not samples, which Exact Media continues to manage directly. Remote printing makes it easier to for buyers and sellers to do deals among themselves on cards and coupons, while the logistics of product samples are trickier.