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- Navigating Maryland’s Growing Role in the U.S. Digital Economy
Navigating Maryland’s Growing Role in the U.S. Digital Economy
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📲 Ahold Delhaize USA Launches Proprietary Retail Media Platform
Ahold Delhaize USA is introducing Edge, a proprietary ad-tech platform built in-house. Slated to debut in January under AD Retail Media, Edge will unify retail media capabilities—on-site display, sponsored search, and in-store digital screens—into a cohesive “one-stop ad shop” for CPG brands. It aims to tap into Ahold’s loyalty data, purchase trends, and omnichannel connectivity to better target ads to its 26+ million weekly shoppers.
Why it matters: Retail media is evolving beyond intermediary platforms—retailers want direct control. Edge gives Ahold the ability to monetize its own footprint, capture margin, and deliver higher yield for brands. For marketers, this means rethinking ad channels: working directly with retailers may yield better alignment, data, and returns than via third-party networks. Read more.
🤝 IGA and Red Pepper Digital Partner for Advanced Digital Marketing
IGA USA has teamed up with Red Pepper Digital under a Red Oval Partnership to bring advanced digital marketing tools to independent grocers. The tools include a Digital Circular Platform that transforms print circulars into interactive promotions and an Amplify Advertising Platform for targeted campaigns across display, video, and social. The aim: help local grocers compete by combining community focus with scalable digital reach.
Why It Matters
Independent local brands often struggle with limited marketing resources. This partnership flips the script—giving them access to enterprise-level tools. It shows how democratising marketing tech can level the playing field. For marketers, it's a reminder: scalable tools + local nuance = strong competitive strategy. Read more.
Maryland is emerging as a hub in the U.S. digital economy, investing heavily in infrastructure, cybersecurity, government tech, and innovation corridors. Tech companies are drawn to the state’s proximity to federal agencies, educated workforce, and supportive policy environment. The shift positions Maryland as more than a peripheral player—it’s becoming central to national digital strategy.
Why It Matters
Geography still matters in digital strategy. Regions that invest in tech infrastructure and institutional support tend to attract major digital players, which in turn drives ecosystem growth—talent, investment, and partnerships. For marketers, understanding these emergent nodes can guide expansion, partnerships, and campaign planning.. Read more.
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💡 Today’s Insight
Marketing Trends — What’s Next in 2025+
Esade’s marketing trends analysis points to a shift where brands must balance tech adoption with deeper human connection. The future of marketing involves experiential branding (beyond product), purpose-driven messaging tied to social and environmental values, hyper-personalization and AI-assisted creativity, blended offline/online experiences, and greater emphasis on trust, transparency, and ethical data use. The direction is less about pushing more ads—and more about building meaningful relationships through tech and values combined
Key Takeaways
Technology (AI, automation, data) enables scale—but emotion and purpose sustain loyalty.
Brands that align values with experience will build stronger differentiation.
Contextual and blended strategies (offline meets online) gain importance.
Ethical data use and transparency will increasingly factor into brand reputation.
Marketers must become cross-disciplinary: part tech, part storyteller, part curator.
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