Macy's, the US department store, is deploying a new ad server and mediation technology to improve its media network.

Macy's Media Network offers over 60 different ad placements across Macy’s and Bloomingdale’s. Its product and media solutions include sponsored product listings, on-site display advertising, off-site digital media advertising, branded experiences, and email.

The technology, developed by Pentaleap, is designed to serve more relevant online ads to shoppers.

It also enables brands to buy sponsored product placements across multiple ad tech platforms where they already manage retail media investments.

The move is designed to help the company shift towards combining direct sales control with a programmatic- style buying approach that "simplifies execution" and "improves performance."

“At Macy’s, Inc., we’re focused on delivering value to both shoppers and brand partners,” said Michael Krans, VP retail media, Macy’s, Inc.

He added that the new technology will help Macy's create a “more open and flexible retail media ecosystem" that ensures relevant ads, as well as protect the user experience and expand access to new demand sources that "drive growth."

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