Constructor unveils Retail Media Suite as home24 extends partnership to Sponsored Listings solution.
Constructor, an AI-powered search and product discovery platform for enterprise ecommerce companies, has announced its Retail Media Suite.
This includes Sponsored Listings, an offering that aims to improve retail media performance by making online ads more attractive to each shopper. Now, retailers can serve personalised ads – integrated within search results, browse experiences and product recommendations – that learn from shopper interactions and complement (rather than compete with) organic placements.
“Retail media – including sponsored listings – is a really exciting arena for helping retailers grow their businesses and letting brands surface less well known products to more shoppers,” said Constructor CEO Eli Finkelshteyn.
“Unfortunately, for many sites, this happens at the expense of user experience for shoppers, who are inundated with what feel like irrelevant and annoying ads. Shoppers have a choice for where they shop, and turning them off with a bad experience is not really a long-term option.”
“And a big part of the reason all of this happens is that while organic results are powered by a search engine built for returning relevant and personalised results users want, sponsored results are powered by something else – and the two systems don’t really talk.”
Finkelshteyn added, “We wanted to create a solution to this problem by taking the best-in-class relevance and personalisation algorithms we’ve spent years developing for search, browse, recommendations, and other forms of discovery – and allowing them to be applied to sponsored results as well.”
“Retail media isn’t just a billboard you can sell to the highest bidder. It’s a core part of the user experience for a retailer. The best retail media results are those a shopper is happy to see and wants to interact with – and those are also the only ones that drive return on ad spend (ROAS).”
“We want every result, whether it comes from organic search or from retail media, to feel like a great result to the shopper. That’s what the future of retail media looks like – and it’s a future that drives revenue for the retailer, revenue for the advertiser, and a great shopping experience for the shopper.”
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As it expanded into retail media, home24, a European home and living ecommerce company, turned to Constructor. Having already used its platform to personalise shoppers’ search and browse experiences onsite, it says that extending to Sponsored Listings was a natural next step.
“Working with Constructor on our new retail media platform has been a game-changer,” said Gianluca Randisi, Chief Product and Technology Officer at home24. “Their dynamic bidding system, which adjusts ad placement costs in real time based on demand and product performance, is truly innovative.”
“This ensures advertisers get maximum ROI without harming organic rankings. For example, the cost of a top spot for a garden chair adjusts automatically based on the day’s temperature and demand. Plus, it simplifies the process for our publishers to identify high potential ad placements. This partnership has significantly enhanced our platform’s efficiency and value.”
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