Night Market, the commerce affiliate of Horizon Media, is expanding Neon, its proprietary AI-based analytics SaaS platform, to provide marketers with a single platform to plan, measure and optimize retail media ad investments. The platform gives U.S. and Canadian marketers access to standardized measurement across retail media networks (RMNs) to assess the performance of their campaigns in real-time and, within the same program, adjust investment allocations based on ROI outcomes as well as to see predictions of revenue resulting for the campaign.

RMNs provide brands with a direct sales channel and U.S. ad spend in this category is expected to reach $100 billion by the end of 2026 according to BCG and McKinsey, making it one of the largest media channels. There are now more than 200 RMNs, all with different approaches to measurement and reporting. This means marketers are unable to assess how each retail media network is performing. Neon’s all-in-one platform provides the direct and correlated connection between ROI planning and optimization tactics.

Randy Browning, president of Night Market, says, “What we have developed with NEON will change the experience of all marketers seeking to better understand their campaign performance – in real-time, not bogged down by months of reporting delays. We knew this platform would be transformative in planning, measuring, and optimizing retail media investments, but the success that our clients have seen has been extraordinary.”

NEON SaaS applies a single ROI evaluation methodology across all retail media networks. This enables supporting AI to identify the optimal investment allocation across platforms and tactics including Search, Display, and off-site.