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MARCH 9, 2026 |
Today’s EMARKETER Commerce Media Weekly is brought to you by LinkedIn Ads. |
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Education solutions company Sallie has launched Backpack Media, an education media network that offers marketers access to Gen Z and Gen Alpha students and the families influencing their purchasing decisions across Sallie’s owned properties, the open web, and CTV. |
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Leading the new division is Marco Steinsieck, a commerce media veteran who previously launched Sephora Media Network and played a key role in scaling Staples Media Network. |
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That experience shapes how he views Sallie’s move into the commerce media space.
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“When you're building an ads business, whether it's within a bank or an education services company or a retailer, you're building a new company within this company,” he said. “It is inherently disruptive. It’s like a startup within a big company.” |
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Turning life stages into media signals |
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Building a network inside an education solutions company requires both a different data story and a different internal strategy than building one inside a retailer. |
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While Backpack Media can’t provide the transaction data that is fundamental to retail media, it can provide insights that move beyond past purchases to help brands anticipate future behavior. |
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“What the brand wants to know is not what you have purchased in the past. They want to know what you're going to purchase in the future,” said Steinsieck. |
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INDUSTRY VIEWS |
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From playoff games to industry summits, travelers are planning with purpose, and spending accordingly. As consumers book early and invest more in meaningful experiences, commerce media has an opportunity to engage high-value audiences at key moments along the journey. This article was contributed by United Airlines’ James Rothwell, managing director, marketing, loyalty, and media. | | |
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Netflix ads will soon offer retail-level data. The streamer will begin leveraging Amazon’s shopping signals in Q2 through its new Conversion API, enabling brands that purchase Netflix inventory via Amazon’s DSP to apply Amazon Audiences to their campaigns for improved targeting. |
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The partnership is part of Netflix’s broader effort to move toward performance advertising beyond its current demographic and contextual capabilities. Advertisers on Netflix can now leverage browsing, shopping, and streaming data to target viewers according to actual buying behavior. |
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Netflix is also enhancing audience access using Yahoo DSP, allowing advertisers to leverage deterministic Yahoo audiences built from behavioral, purchase, life-stage, and global interest signals. |
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