Simon enters Wi-Fi data partnership for consumer insights
Simon Property Group is launching a new partnership for brands and retailers to better target guests.
The mall and shopping center operator has announced a collaboration with guest marketing solution provider Adentro to allow a segment of Simon Media & Experiences' retail media arm to curate and target audiences using exclusive first-party anonymized data generated from on-site Wi-Fi engagement at Simon properties.
The companies say this partnership will enable brands and retailers to create a “unified shopping experience” for consumers across physical and digital touchpoints by increasing personalized experiences and consistent engagement.
"Simon Media & Experiences is thrilled to be working with Adentro, an industry leader with extensive experience building in-store retail media networks, to help connect retail advertisers with our engaged and loyal shopper base," said Chip Harding, executive VP of Simon Media & Experiences. "Through this collaboration, our retailers and brands will be able to reach and engage with Simon shoppers both in the mall and online to create a cohesive and personalized shopping journey, increasing visibility and driving them to their physical stores and websites.”
With Adentro’s platform, retail brands and their agencies can curate and optimize high-intent shopping audiences for targeted display, social media, and CTV campaigns. Retail brands and agencies can also plan, activate, and report on their ad campaigns in real-time and with closed-loop reporting via Adentro’s retail marketing platform for an experience that drives performance across the Simon shopper journey.
[READ MORE: Simon launches first-party retail data capabilities for advertisers]
The Adentro technology utilizes secure OpenRoaming profiles on consumers’ mobile devices, provided by the Wireless Broadband Alliance (WBA), a global organization connecting people with the latest Wi-Fi initiatives. Its mission is to “enable collaboration among service providers, technology companies, cities, regulators, and organizations to achieve this vision.”
"We are excited to support the Simon Media & Experiences team to help retail brands optimize their omnichannel campaigns to drive measurable commerce outcomes," said Ben Matlin, CEO at Adentro. "Our technology will equip omnichannel retail brands and agencies to maximize their investments across Simon’s properties and identify opportunities for growth in the ever-evolving retail landscape."
Simon is a real estate investment trust engaged in the ownership of premier shopping, dining, and entertainment mixed-use destinations with roughly 200 properties across North America, Europe and Asia.
