Retailers have rapidly expanded their ad businesses to offset low margins, with retail media expected to grow to $140 billion globally this year, becoming a crucial ad channel for advertisers.
Retail media allows brands without direct customer relationships, like consumer packaged goods companies, to promote products using detailed shopper data collected by retailers. This has evolved to include more targeted digital advertising beyond retailers' own websites.
The lack of standardized metrics for measuring the effectiveness of retail media is creating challenges for advertisers. As spending shifts towards retail media, advertisers find it difficult to evaluate ad offerings from multiple retailers effectively.
Trade groups like the Interactive Advertising Bureau are attempting to establish measurement standards in retail media. However, experts suggest that retailers are resisting these efforts, complicating the landscape for advertisers seeking accountability.
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