Instead of waiting on retail media networks to make the first move, a number of marketers are tapping into third-party platforms like The Trade Desk to trace their working media dollars, build out internal custom dashboards or conduct more audits of retail media supply chains on behalf of their clients.
The push to audit retail media supply chains and build out client dashboards is coming in part from the clients themselves, who want access to granular-level data like sales information and product page views.
Increasingly, these clients want assurance that their agency partners understand whether retail media ads are actually bringing in new customers or simply capturing existing buys.
Achieving full transparency is proving to be easier said than done.
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