"We have data now to tell us what's working and what's not [and] to be able to pivot more quickly," Claudine Patel, CMO of Sanofi, said during an ADWEEK event at the Cannes Lions Festival. "I'm still struggling with connecting that with our retailers in a holistic way. So the conversations we have, it's either with their sales teams or their media teams, but not across the board. This disconnect creates hurdles in maximizing campaign effectiveness in retail media."
"As advertising has proliferated across retailers and other companies like financial institutions and airlines, advertisers have a dizzying number of ad networks to spend money with. The goal is to help advertisers find unique audiences-like someone who does most of their weekly grocery shopping at Walmart but occasionally shops at Target-without needing to manage dozens of ad buys," notes the article. This entails the need for better consolidation in retail media.
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