CNET is combining its ad business with Best Buy

Consumer electronics retailer Best Buy and tech news site CNET are creating a new retail media model, reports Kathryn Lundstrom of Adweek.

Lundstrom reports, “The electronics retailer and the publisher are combining their ad inventory, allowing advertisers to buy across Best Buy Ads’ retail media network and alongside CNET’s tech-review-focused editorial content and measure whether ads seen on either platform drove sales. CNET’s independent product reviews and expert picks will also be placed in Best Buy stores and across its website and application.

“‘[Partnering with CNET] will provide more value and insights to our advertising partners because it allows them to advertise and reach consumers across the shopping journey, including in that early discovery phase when they’re researching products,’ Jennie Weber, Best Buy chief marketing officer, told ADWEEK.

“The deal represents the first time a publisher and retailer have combined data in this way, said independent industry analyst Andrew Lipsman, and it could mark a turning point if more retailers and publishers partner in the coming months.”

Read more here.