Retail Media Market: Sam's Club Launches Predictive Ad Targeting Suite

Sam's Club Connect, the membership-based retailer's advertising business, launched a suite of new predictive targeting and measurement products. The tools allow brands to create custom predictive modeling audiences for churn prevention, brand loyalty, and targeting shoppers likely to make high-end purchases. One product, Predictive Precision Targeting, was tested by Procter & Gamble for Cascade Platinum dish detergent, achieving a 94% accuracy rate in identifying households with a propensity to upgrade and a 71% increase in total spend. The suite also includes tools for conquesting campaigns and forecasting buyers for rare, high-end items like TVs, leveraging Sam's Club's longitudinal member purchase data and AI models.