MetaRouter, a customer data infrastructure platform, and Vantage, an end-to-end retail media orchestration platform, have announced a strategic partnership aimed at helping retailers unlock and scale the value of their first-party data for advertisers, facilitating faster and more effective campaign activation.
The collaboration integrates MetaRouter’s real-time, server-side data and audience routing capabilities with Vantage’s media campaign orchestration layer. This combination is designed to deliver privacy-safe, high-quality audiences that fuel more relevant and measurable retail media campaigns. Initial joint activations have demonstrated a minimum 39% improvement in return on ad spend (ROAS), with one specific campaign increasing ROAS by 370% on Meta platforms.
Nick Hinsley, Chief Revenue Officer at Vantage, stated that MetaRouter provides the essential identity and data foundation required by every retail media network. He added that, together, the companies are assisting retailers in transforming first-party data into scalable, high-performing media campaigns that deliver results for both retailers and brands across both onsite and offsite channels.
By leveraging MetaRouter’s privacy-first data foundation alongside Vantage’s orchestration capabilities, retailers are positioned to achieve enhanced speed, efficiency, and monetization. This includes clean, compliant data pipelines that power real-time campaign activation, delivering audiences and CAPI data within milliseconds. Additionally, durable identity resolution aims to improve audience addressability by 2-5x for targeting, while consent enforcement and automation ensure compliance with user preferences without hindering operations. The partnership also focuses on the scalable delivery of audiences to all onsite ad servers and offsite platforms to accelerate revenue growth across various media formats.
Greg Brunk, Co-Founder and Head of Product at MetaRouter, emphasized that retailers possess significant first-party data, but it requires the correct infrastructure to realize its full potential. He noted that MetaRouter’s real-time customer data infrastructure enables retailers to activate this data in a privacy-safe manner, driving measurable return on investment for their brand partners.
In a recent application, a top-5 retail media network in North America sought to unify customer identity and activate real-time data. The network utilized MetaRouter and Vantage’s combined platforms to create a high-performance off-site audience targeting capability. This solution strengthened data collection, identity resolution, campaign orchestration, and measurement, contributing to scalable growth in the privacy-focused European market.
The implementation led to a 2.5X improvement in audience match rates. Median increases observed included a 17% rise in click-through rates, a 71% increase in conversion rates, an 89% improvement in brand return on ad spend, and a 24% increase in offsite ads revenue. Furthermore, onsite ads saw a 1.5X increase due to the heightened traffic generated by higher click-through rates.
