The new retail media platform, which lets brands sponsor video ads across the retailer’s ongoing livestream series, is a first for the industry, according to the companies.
Dive Brief:
- Video commerce platform Firework is expanding its longstanding partnership with The Fresh Market to launch what it claims is the first U.S. shoppable video-live commerce retail media network, according to a Thursday press release.
- Brands will be able to run video ads as sponsors across The Fresh Market’s ongoing livestream series, which showcases holiday meal prep tutorials and chef-developed recipes, per the announcement.
- This growing tie-up between Firework and The Fresh Market comes as grocers continue to bolster their retail media businesses.
