INSIDE FUTURE DAY RMN INSIGHT: How AviviD Uses RMN and CDP to Build Personalized-at-Scale Marketing Strategies

AviviD, Taiwan's largest retail media network, received an investment of several million US dollars from FamilyMart and Fubon in 2023, showing strong confidence in its growth potential in the retail media network (RMN) field. At the "INSIDE FUTURE DAY RMN INSIGHT - Retail Media Networks: Innovation and Change in the Asia-Pacific Advertising Ecosystem" forum held today (the 27th), Ya-Chu Yang, Project Executive Director at AviviD, gave a talk titled "From Underlying Data to Traffic Pool Integration: Creating a New Landscape for RMNetworks," sharing the company's achievements in RMN and information on its latest product.

In her talk, Yang first used Amazon as a case study to explain how RMN helps brands succeed on e-commerce platforms, and pointed out that the advantage of RMN is that it offers "the ad format closest to where consumers shop and most able to influence their purchase decisions." She then emphasized that AviviD, as Taiwan's largest first-party data company, has more than ten years of RMN-related experience and has developed solutions spanning RMN 1.0 and 2.0.

Founded in 2013, AviviD started out in the media ad network business, later shifted to proactive push notifications, and developed AI-based services including automated online media push notifications, influencer marketing, e-commerce marketing, and media advertising. Its clients include well-known brands such as FamilyMart, ONE BOY, and Formosa TV (FTV) Group, as well as media outlets such as Business Today and Business Weekly. In recent years, it has also expanded into overseas markets including Vietnam, Malaysia, and Indonesia.

Yang noted that, building on the data foundation it has accumulated in Taiwan over the past decade, AviviD works with more than 500 media websites and 300 e-commerce brands across Taiwan, has 66 million subscribers in Taiwan, and analyzes up to 24 million articles a day. It can already deliver personalization at scale, which has made AviviD a leading brand in Taiwan's RMN field.

To bring together its experience with RMN 1.0 and 2.0, AviviD has launched its latest product, the Likr Marketing Alliance (LRMN), and is inviting partners of all kinds, including retail media, mainstream media, e-commerce brands, and media agencies, to join and build a complete RMN ecosystem together.

Yang explained that LRMN is divided into two main categories: "Enterprise RMN" and "Open RMN."

Enterprise RMN mainly serves large retail media, providing customized RMN system development and data integration services. It helps retail media integrate online and offline traffic, build a CDP, acquire new members and retain existing ones, and increase revenue through data analytics and marketing automation.

Yang said, "For data analytics, we can provide 'media data,' including browsing behavior, reading interests, and ad interests; 'telecom data,' including demographics, app categories, and lifestyle; 'retail data,' including shopping carts, coupons, and member information; and 'e-invoice data,' including product keywords, purchase locations, and spending amounts and frequency. These can be mapped to retail media's first-party data, and we can even infer a person's lifestyle and occupation."

Open RMN, on the other hand, is a DSP (demand-side platform) built for RMN. It integrates de-identified data from different retail media, allowing brands and ad agencies to place ads across RMN placements, and uses a Data Clean Room feature to combine their own first-party data for more precise audience analysis and ad delivery.

Yang emphasized that LRMN's strengths include integrating online and offline data, cross-platform ad delivery, precise audience analysis, and marketing automation. Using a beverage ad as an example, she explained how brands can use LRMN to deliver personalized ads as consumers browse media websites, walk into offline supermarkets, and dine with friends, ultimately guiding them to complete a purchase online or offline.

RMN and CDP Work Together to Drive Personalized Retail Marketing

With the rapid rise of retail media networks (RMN) and the maturing use of customer data platforms (CDP), brand marketing has entered a new era that is personalized and data-driven. Through LRMN (the Likr Marketing Alliance), AviviD has successfully integrated online and offline data, giving retailers and brands more precise audience analysis and ad delivery solutions.

Advances in RMN allow brands to move beyond traditional advertising models. Using de-identified data and AI analytics, ads can not only reach more precise audiences but also dynamically optimize marketing content to raise conversion rates. Adding a CDP further strengthens brands' ability to manage first-party data, helping companies understand consumer behavior more effectively and improve ad ROI.

In the future, as RMN and CDP develop together, retail and e-commerce brands will be able to create marketing strategies that better meet consumer needs, even as data privacy regulations tighten and ad competition intensifies, achieving efficient ad conversion and brand growth.

Media coverage: INSIDE FUTURE DAY RMN INSIGHT: How Does AviviD Build Personalized-at-Scale RMN?