The designation signifies a strategic partnership between a brand and an agency, granting the latter primary responsibility for managing the brand’s advertising efforts on the e-commerce platform. This typically encompasses campaign strategy, media buying, creative development, and performance analysis. A company might select one such agency to streamline its advertising investments and ensure a consistent brand message across the digital marketplace.
Establishing a dedicated agency relationship offers several potential advantages. Benefits can include improved campaign performance through specialized expertise, greater efficiency in resource allocation, and enhanced coordination across various advertising channels. Historically, this approach mirrors the agency-of-record model used in traditional advertising, adapted to the unique complexities and opportunities presented by the online retail environment.
