Night Market, Horizon Media’s commerce division, has launched NEON, an AI powered SaaS platform that provides a standardized way to measure and optimize campaigns across all retail media networks in real time.

NEON gives marketers a single tool to plan, track, and improve their retail media spending, allowing them to predict return on investment (ROI) and make data-driven decisions analyze data and recommend optimizations across search, display, and off-site marketing.

One consumer packaged goods (CPG) client using NEON has already improved performance and market share by aligning leadership, media management, and planning through the platform, Night Market reports.

More on this: NEON distinguishes itself from traditional campaign management and marketing mix modeling (MMM) tools by providing real-time insights, allowing for immediate planning and optimization rather than just retrospective measurement.

It also offers predictive ROI at various levels, including retailers, channels, tactics (like keywords), and campaigns.

NEON employs a Bayesian AI media-mix model to isolate the effects of variables like pricing, promotions, and seasonality. This ensures precise calculations of the incremental impacts of investments across various channels and campaigns.

Why it matters: By 2026, we forecast the US retail media advertising market to reach $83.4 billion (and $198 billion globally), making it one of the biggest media channels.

However, with over 200 retail media networks, each with a different measurement and reporting methods, marketers struggle to get a comprehensive view of their campaign performance.

Current approaches, such as using marketing mix models and separate campaign refinement tools, lead to delays and disconnects between planning, optimization, and ROI analysis.

Measurement and attribution were tied for the second-most critical capability for retail marketers worldwide, at 53%, in a 2023 Mediaocean study.

Path to Purchase Institute data from Q4 2023 found that the ability to prove ROI (17%) and lack of consistent measurement across RMNs (14%) remain pain points for CPG brands.

Night Market says NEON addresses these problems by providing a standardized ROI measurement across all retail media networks, enabling AI-driven optimization and real-time adjustments to maximize ROI.