The Operating Layer for Retail Media. And the Brand To Match.

The work has changed

Ask anyone running a retail media network today and you’ll hear the same story: the operation has outgrown the tools. What started as a few systems coordinating with each other has become a web of disconnected workflows, manual reconciliations, and reporting that takes longer to produce than the campaigns themselves. Coordination alone isn’t enough.

That’s where an operating layer comes in. One that sits above the tools retailers already use and simplifies the jobs to be done—from planning and activation through measurement and reconciliation—enabling them to function as one unified workflow.

That’s what we’ve been building at Vantage. As the technology has evolved, our brand has now evolved to reflect it.

Our category didn’t exist when we started

Our earliest work focused on the moments that bookend a campaign: defining the audiences behind them and measuring the results once they ran. Important work, and still part of what we do today. As retail media matured, so did what retailers needed from us, and so did our role. Platform capabilities expanded, the team grew, and the work progressed from supporting individual campaigns to also running the operations underneath them, for retailers like The Home Depot.

Today, that work has a name: the operating layer for retail media. A system that simplifies operations instead of adding to them—connecting workflows, data, and teams, so retailers can scale their networks without scaling their headcount: reducing campaign launch times by more than 50% in the process.

While our work has evolved, our values haven’t. Aran Hamilton, Vantage's Co-Founder & CEO, points back to the company’s initial branding and values: “From the beginning, Vantage was more focused on building our tech than building our brand. I sketched our first logo on a napkin at a restaurant. Took me 10 minutes, tops. I didn't know much about brand systems or visual identity. But what we did take seriously from day one was who we wanted to be: trusted, smart, collaborative, and hard working, the kind of company that does what it says it’s going to do. The logo has gone through a few versions since that napkin. Those values remain.”  

We took seriously from day one who we wanted to be: smart, collaborative, and hard working, the kind of company that does what it says it’s going to do. The logo has gone through a few versions. Those values remain.” Aran Hamilton, Co-Founder & CEO

A brand designed with intent

Our new brand is a system. The website, the visual identity, the writing, the templates, the way every piece of Vantage content fits together, all built to scale alongside the work of running retail media operations.

Aran notes that the rebrand was an evolution, not a reset: “Today we unveil the first real evolution of the brand. There was a lot of attention to detail. We carried over elements of our original logo while also making the brand feel new and reflective of how retail media actually runs.”

The logo carries that thinking too. The three bars represent the three places retail media shows up—onsite, offsite, and in-store—and the three teams that work in concert to make it run: media, marketing, and merchandising. 

For Abby Borden, Vantage's VP of Marketing, the work was about more than aesthetics: “A lot goes into a rebrand that no one sees: the research, the positioning, the rounds of refinement. But what we were really trying to solve for was consistency at scale. Every person on this team shows up for our retail partners differently—different conversations, different channels, different moments. The brand is what makes those moments reinforce each other. That's our new foundation. Now we build on it."

Every person on this team shows up for our retail partners differently—different conversations, different channels, different moments. Our brand is what makes those moments reinforce each other.” Abby Borden, VP of Marketing

A starting point, not a destination

A rebrand isn’t a finish line. It’s the version of Vantage we’ll keep building from—the foundation under everything we ship next and every partner we onboard. 

You’ll see us in the conversations shaping commerce media: at the industry’s biggest events, in upcoming product launches and integrations, and in new ways of working alongside the retailers we support. 

Our new website is where you can follow all of it: what we’re solving, what we’re learning, and where the industry is heading. 

Our work spoke first. Now our brand says it too. Come see what we’ve built.