The A2 Retail Media Platform’s Spring 2025 update has been released. This new version enhances the platform’s capabilities through Custom Audience Targeting, VAST Video Ad Support, and First-Party Retail Data Integration, enabling more precise ad targeting and new ad formats. In addition, Google SSO login and other new features have been introduced to further improve the efficiency and ease of campaign management.
Custom Audience Targeting
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“Custom Audience Targeting” allows advertisers to target only those users who match specific criteria by integrating retailer-owned audience (customer) information with the A2 platform. In other words, the platform securely retrieves first-party customer data from the retailer’s media environment, analyzes it in the cloud, and helps define audience segments that can be directly applied to ad campaigns (Learn More). This approach enables advertisers to eliminate unnecessary impressions and run high-performing campaigns by leveraging their own data for precise targeting.
VAST Video Ad Support
With full compatibility for the industry-standard VAST (Video Ad Serving Template) protocol, advertisers can now easily launch standardized video ads by simply uploading video files (Learn More). Retail media operators can also open video ad inventory without complex development work, attracting more advertisers and improving campaign management efficiency (Learn More). As a result, A2 users benefit from highly engaging ad formats that increase brand storytelling impact and can generate higher platform revenue.
First-Party Retail Data Integration
In response to the growing importance of first-party data in retail media, A2 has introduced “Retail Product Catalog First-Party Data Integration,” which connects a retailer’s product catalog information to the advertising platform in real-time (Learn More). This feature ensures that updated product details—such as inventory, pricing, and descriptions—are promptly reflected in your campaigns, maximizing advertising effectiveness (Learn More). In addition, using native ad creatives automatically generated from integrated product data provides users with consistent, up-to-date information while reducing campaign setup time and operational errors for advertisers.
New Features
- Google SSO Login – By supporting Google account linkage, the platform enhances user convenience and security. It allows seamless access to A2 without manually entering an A2 account password.
- Diverse Bidding Strategies – Campaign bidding strategies now include both the “Max Volume” approach and a “Bid Cap” option. The Max Volume strategy aims to capture the greatest possible traffic within a given budget, while the Bid Cap option limits the maximum bid for each ad impression, allowing better cost control. Advertisers can select bidding methods that best align with campaign objectives, enabling flexible campaign management.
- More Granular Budget Management – The Credit Add-On Feature introduces greater flexibility in budget control. Credits can be used for promotions or as a form of reward. They can also be added to advertisers’ accounts to enable more adaptive budget management.
- Built-In Inventory Analysis – The platform includes reporting tools that provide real-time data on impressions, clicks, eCPM, and other key metrics for each ad placement, eliminating the need for separate BI solutions. This approach simplifies data-driven optimization at the inventory level.
With its Spring 2025 update, A2 will elevate the accuracy and scalability of retail media platform operations. By leveraging first-party data through Custom Audience Targeting, advertisers can deliver highly targeted impressions, while the introduction of VAST Video Ad Support makes it easy to run immersive ad formats that enhance user engagement. In addition, Retail Product Integration and other new features reduce operational complexity and maximize campaign efficiency, resulting in improved performance for both retailers and advertisers. A2 remains committed to driving advertising business growth for its retail media partners through continued innovation.