THE KOREA ECONOMIC DAILY, GLOBAL EDITION

South Korea’s HS Ad Inc. announced on Thursday that it will collaborate with the domestic e-commerce giant Coupang for data-based digital marketing and retail media advertising.

Retail media advertising refers to advertisements in spaces within distribution channels such as online and offline stores. It's emerging as the next-generation ad network as it allows precisely targeted marketing even in a cookie-less (privacy-restricted) environment.

Under the business agreement, the two companies aim to create exemplary cases to lead the still nascent retail media advertising market in South Korea.

HS Ad expects to propose more sophisticated marketing strategies to its clients and execute marketing activities, including retail media.

The company plans to develop new marketing packages tailored to client companies' marketing goals in cooperation with Coupang. The collaboration will extend to digital data, advertising performance analysis, and more.

Write to Hun-Hyoung Ha at hhh@hankyung.com