What: Simon Property Group's Shop Premium Outlets collaborates with Mirakl to launch a retail media network.

Why it is important: This partnership marks a significant evolution in e-commerce, combining AI-driven targeted advertising with a robust marketplace platform. It enhances the visibility of brands to consumers directly at the point of sale, promising an innovative revenue stream and a more personalized shopping experience. This move reflects the broader trend of retail media networks gaining traction as a valuable tool for retailers and marketplaces to leverage first-party data effectively.

Shop Premium Outlets, operated by Simon Property Group, is setting a new precedent in e-commerce by launching its own advertising network in partnership with Mirakl, a specialist in marketplace technology. This initiative transforms the discount premium marketplace into a dynamic platform where sellers can directly engage consumers through AI-powered sponsored product listings. By leveraging transactional data and customer behaviors, Mirakl Ads aims to present the most relevant promotions to shoppers, enhancing both sales and consumer satisfaction. The network supports a curated selection of around 350 affordable luxury brands, proving to be a critical sales channel for many. With recent concerns over third-party data usage, Mirakl's focus on first-party data presents a compliant and effective advertising solution. This venture not only reflects the growing importance of retail media networks in modern e-commerce but also signals Shop Premium Outlets' commitment to innovative growth strategies and superior customer experiences.

Simon’s affordable luxury outlet is becoming its own retail ad network