The funnel has been such a powerful visualization for the buying process for so long that, even a decade into radical shifts in consumer shopping habits, it's hard to let go. But if you're using retail media or commerce marketing for the bottom of the funnel only, then you're missing out on major opportunities.
Brands are being told loudly and often that they'll need to rely on first-party data. Yet brands across categories might not have a huge data set to pull from. This is where retail media matters.
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