Observed Signal · Jul 27, 2026 · Partnership · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Dick’s, LiveRamp and Adobe Partner on Retail Media Creative
Dick’s Sporting Goods, LiveRamp and Adobe announced a partnership to enable personalized creative at scale within Dick’s retail media network. Revealed during an ADWEEK House Cannes Lions panel, the collaboration combines LiveRamp’s data capabilities with Adobe’s creative tools to help brands deliver more targeted, locally relevant creative (for example, region-specific auto creative for Chevy). Company executives highlighted that Dick’s was already using both LiveRamp and Adobe technologies and that the partnership will enable greater creative variability, faster experimentation and stronger retailer identity-driven messaging to support sell-through and brand storytelling.
Partnership shows a practical model for combining first‑party data and creative orchestration to personalize retail media at scale, which is relevant for retailers, brands, and AdTech vendors but is not a platform-level policy or technical release.
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Key Takeaways & Evidence Grounding
- Dick’s Sporting Goods, LiveRamp and Adobe announced a partnership to enable more personalized creative within Dick’s retail media network.
- The partnership was revealed during an ADWEEK House Cannes Lions panel co-hosted by LiveRamp, Adobe and Dick’s Sporting Goods.
- Dick’s was already using LiveRamp’s data platform and Adobe’s creative tools, according to Adobe’s Marie Knight.
- Executives said the collaboration will increase creative variability and experimentation, enabling more localized and relevant ads (e.g., a regional Chevy Tahoe campaign).
- The article references that 70% of Dick’s loyalty members stream on Roku.
Connected Companies & Entities
5 Entities mapped“During an ADWEEK House Cannes Lions panel co-hosted by LiveRamp, Adobe, and Dick’s Sporting Goods, leaders revealed a new partnership......”
“During an ADWEEK House Cannes Lions panel co-hosted by LiveRamp, Adobe, and Dick’s Sporting Goods, leaders revealed a new partnership......”
“During an ADWEEK House Cannes Lions panel co-hosted by LiveRamp, Adobe, and Dick’s Sporting Goods, leaders revealed a new partnership......”
“The retailer says 70% of its loyalty members stream on Roku....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Dick’s Builds 'Commerce‑Enabled' Sports Network
Kiri Masters argues that Dick’s Sporting Goods is attempting to avoid the commodity trap of standard retail media networks by reframing its ad business as a “commerce‑enabled sports network.” Dave Young, who joined Dick’s as vice‑president of retail media in late 2024, is prioritising youth‑sports data (notably the GameChanger app) and in‑store experience to create differentiated, life‑stage signals and bespoke campaigns. The strategy is exemplified by an omnichannel World Cup activation with adidas — including broadcast, CTV, social, programmatic and flagship store takeovers — delivered largely via managed services with self‑serve planned later. The piece contrasts this approach with the sponsored‑product playbook pioneered by Amazon, Walmart and eBay and highlights opportunities to sell non‑endemic categories (financial services, auto, QSR) via clean‑room collaborations and storytelling-led sales motion.
Dick's Retail Media Network Pitches Youth Sports Audiences to Advertisers
Dick's Sporting Goods is expanding its retail media efforts, pitching advertisers on reaching 'sporthood' families through its youth sports ecosystem. Speaking at Ascendant Network's Showcase, David Young, VP of Dick's Media, highlighted the company's reach of 70 million consumers across its brands, including GameChanger, a youth sports streaming app with over 9 million users. Dick's aims to attract CPG brands, quick-service restaurants, and automakers to advertise through in-store digital screens, audio, and other channels. A survey with eMarketer found 84% of parents say youth sports influence their purchase decisions, supporting Dick's pitch that its audience has broad purchase intent beyond sporting goods.
Agencies Rethink Ownership of Agentic AI and Data
At Programmatic IO in New York, agency leaders debated the future of data and AI tool ownership. Executives from S4 Capital, Horizon Media, Dentsu, and WPP agreed that agencies should avoid owning client data and AI models to maintain neutrality and avoid conflicts of interest. They highlighted a shift from FTE-based compensation to outcome-based pricing and licensing AI tools to clients. The panel also discussed AI's impact on DSPs, with WPP's McAndrew noting a move toward agent-to-agent interactions and increased supply-chain compression. Sorrell warned of Big Tech platforms like Meta becoming end-to-end threats, pushing agencies to become validators. The discussion reflects a broader industry trend away from data ownership, contrasting with Publicis's acquisition of LiveRamp.
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