Retail media has emerged as a transformative channel in marketing, propelling brands to shift budgets closer to the point of purchase. Despite rapid growth, challenges persist in areas such as data access, measurement, and creative execution. Leaders from The Drum's recent roundtable emphasized the uneven nature of retail media's growth, with Amazon dominating the space. They highlighted the importance of clear definitions in understanding the landscape and integrating retail media with other marketing strategies, while first-party data remains a key advantage for executing hyper-personalized marketing at scale.
First-party data is often billed as retail media's greatest asset. By focusing on hyper-personalization at scale, we can drive more precise marketing efforts.
Retail media could be digital or in-store, or layered on to other channels. It's essential to understand the shifting definitions to fully grasp its impact on advertising.
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