Ulta Beauty expands retail media network, welcomes non-beauty advertisers

2 weeks ago 6

Ulta Beauty is taking its retail media network to the next level.

Since its retail media network, UB Media, launched in May 2022, it has secured 300 brand partners and experienced a 35% annual increase in brand investment. Now, the beauty giant is partnering with e-commerce tech company Rokt to introduce AI non-endemic ads, allowing companies like Hulu and PayPal to present relevant offers to Ulta’s 44 million loyalty members while they are browsing. Non-endemic ads are not directly related to the products or services of the host platform, allowing advertisers to reach audiences outside their usual categories.

Rokt’s AI-driven system aims to ensure that ads feel less like traditional advertising and more like curated, rewarding experiences for Ulta shoppers, said Laura Cosgrove, vp of retail partnerships at Rokt.

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