Over the last year, retail media has surged in popularity, with retailers investing more heavily, and new platforms emerging, marking a clear rise in retail media networks.
[A challenge] has just been the proliferation of retail media networks and the fact that there are so many options, and those options are wildly different in their capabilities and maturity. Understanding and navigating where to invest, how to make those decisions and how to think about that long-term roadmap is a complexity we deal with.
Retail media has an edge over other channels due to its access to purchase data through commerce-focused sites, making it an attractive option as third-party cookie use diminishes and data privacy laws tighten.
The availability of first-party purchase data is a particular advantage of retail media networks, enhancing their appeal and relevance in the evolving marketing landscape.
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