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Ulta Beauty to connect brand partners, audience via UB Media

Ulta Beauty’s retail media network, UB Media, will offer brands addressable advertising that leverages its Ultamate Rewards members, the company said.
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Ulta Beauty is debuting its retail media network, UB Media, which will offer brands addressable advertising that leverages its Ultamate Rewards members.

Through this new platform, brand partners will be able to access a digital strategy that allows for personalization of consumer engagement, as well as drive growth and fuel measurable returns, the Bolingbrook, Ill.-based company said.

[Read More: Ulta Beauty shares diversity, equity and inclusion commitments]

“UB Media harnesses the power of our unmatched, first-party data from our 37 million loyal members to transform the way our brand partners can connect with beauty lovers,” said Brent Rosso, vice president of UB Media. “No one knows the beauty industry and its audience like Ulta Beauty. Our new offering reinforces our ability to engage guests where, when and how they want to connect, with hyper-focused advertising efforts in a dynamic ecosystem and further elevates our position as brand partner of choice.”

By recognizing that retail media networks are becoming increasingly critical within the modern marketing mix and for retailers, this opportunity can work to strengthen brand partnerships, the beauty retailer said.

Through UB Media, Ulta Beauty will build on its existing Digital Marketing Partner Program to provide even more impactful opportunities to leverage its Ultamate Rewards program and create more iterative opportunities within the ever-evolving omnichannel environment, the brand said.

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In order to bring UB Media to life, the beauty retailer is enriching its portfolio of ad products and channels, and will continue to do so in real time, the company said.

At launch, the network will offer advertising access via offsite display, videos, social and influencer, as well as onsite sponsored products. Onsite display inventory on Ulta Beauty-owned properties is one of several new core offerings the company activated this year. The full suite of ad inventory, experiences and value-added services will be supplemented with additional formats in the future.

Lastly, brand partners using UB Media will have access to closed-loop campaign-level reporting, including audience and creative insights, the company said.

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