What: Ulta Beauty unveiled a retail media network that leverages data from a rewards program with 37M rewards members.

Why is it important: The new UB Media platform draws on consumer profiles linked to the brand’s Ultamate Rewards. Advertisers using UB Media can tap into that data to inform campaigns spanning display, video, social media and influencer marketing, along with on-site sponsored product placements on Ulta-owned properties.

Ulta is also providing “closed-loop” campaign reporting services that share insights into how advertising efforts are resonating. Retail media networks continue to gain traction, including with specialty retailers that can offer brands a more tailored audience and potentially greater marketing precision.

The digital ad market has had an impressive run of growth that’s been bolstered, in part, by the retail media explosion. Brands are flocking to the concept as they contend with the deprecation of third-party cookies and try to align their marketing messages closer to the point of sale using first-party shopper data.

Ulta unveils media network powered by data