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Unlocking Retail Media Success with a CDP

A Conversation with Projjol Banerjea, CPO of Zeotap

In the dynamic landscape of Retail Media, staying ahead of the curve is paramount to success. At its core, retail media revolves around connecting with the right audience at the right moment with compelling messaging. Achieving this precision requires not just the right data but the tools to harness and leverage it effectively. In this regard, the choice of the right solution can make or break your strategy.

We set down with Projjol Banerjea, Chief Product Officer of Zeotap, to delve into the trends, strategies, and the pivotal role of Customer Data Platforms (CDPs) in shaping the success of Retail Media strategies. Let’s explore his insights in this exclusive interview.

What trends do you see in the Retail Media landscape?

There’s a whirlwind of activity in the retail media space, but I’m going to try and summarise in five. The first is that retailers, especially those in Europe, have a renewed focus on integrating customer data and customer identities and doing so in a privacy-first manner. The second is the surge of partnerships between major platforms and large retailers to take advantage of closed-loop opportunities in addressability and measurement. The third is a conscious desire to better link online and offline channels to build better omni-channel experiences for customers. The fourth is an attempt to make a sharper distinction between endemic and non-endemic brands at retailers. And the fifth, of course, is the use of AI in optimising campaigns.

What’s the importance of choosing the right tools for your Retail Media strategy?

In our experience working with retailers, there tend to be two camps. Some are concerned about downside protection, focusing on compliance, privacy, and security. Others look at the upside opportunity, aiming to expand audiences across inventory not owned and operated by them. In both cases, it’s crucial to pick vendors who can go the extra mile and be real partners in your journey.

How would you describe the role of a CDP in a Retail Media strategy?

In retail media, effective campaigns come at the intersection of media, creative, and data. CDPs address the data piece, ensuring data is integrated across multiple silos, connecting the dots in an omni-channel context while ensuring privacy and compliance.

Why is a CDP a pivotal element of a successful Retail Media campaign?

CDPs serve as the foundation of retail media businesses, maximising yield from owned and operated inventory and extending audiences on partner inventory. That’s why they’re fundamental to success.

How does Zeotap CDP stand out as the best CDP solution for Retail Media?

As a CDP, Zeotap brings both technology and ideology to the table. We consolidate data from multiple silos, but equally important is our ideology of wanting to help you succeed. Your success is ours.”

How does Zeotap CDP help retailers maintain compliance and ensure data privacy in their Retail Media efforts?

Zeotap was built from the ground up to ensure compliance with regulations across the world. Every workflow or data flow is compliant with consent, user preferences, and local regulations. This is an ideology that we live with every day.”

What makes Zeotap CDP unique?

Zeotap’s USPs are that we are easy, secure, and impactful. Easy, so your business teams can hit the ground running. Secure, because compliance is central to our stack. And impactful, because we have better connectivity to the partner ecosystem than any other platform.

How is Zeotap adapting its CDP to meet the evolving needs and opportunities of the market?

In 2024, addressability is top of mind for brands. Zeotap is taking a build-and-partner approach, with our own cookie ID, ID+, and partnering with leading providers of cookieless solutions to ensure addressability even when cookies are deprecated.

For more insights read the interview with Zeotap’s CEO, Daniel Heer.

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Projjol Banerjea CPO and co-founder of Zeotap

Projjol is the Co-founder and CPO of Zeotap. He’s also a co-founder and board member of Nua, a leading women’s wellness company. His prior roles include those as Chief Product Officer at Moboqo, acquired by Applovin, as well as VP of Marketing and Business Development at Fyber, acquired by Digital Turbine. He serves as a trustee for the UK’s National Youth Jazz Orchestra.

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