"We've had all different iterations - where retail sat outside of media, where retail sat kind of with media. The half in-half out didn't work. The sitting outside didn't work. Last year, we were like, "How do we do a holistic, integrated plan for our brands?" And the best way for us is to really think about retail media as another part of our holistic strategy. Which sounds like, "Duh," but it's also really hard to do with all the stakeholders internally, externally."
"We've made a lot of progress in the last couple of months. Three or four months ago, I was in a meeting with a specific retailer and I said, "I don't want to talk about what we can't do together anymore... This tension is counter productive and it's boring. Let's only talk about the things that we can do together.""
Retail media has reached an inflection point as retail media networks seek brand dollars while brands demand reliable attribution and integration with national campaigns. Fragmented walled gardens and siloed measurement impede holistic planning and budget alignment. Bayer, parent of Aleve, Alka-Seltzer, and MiraLAX, prioritizes moving past siloed retail partnerships and demanding measurable outcomes. Healthcare categories face added complexity without direct-to-consumer channels. Recent progress includes shifting conversations toward practical, collaborative initiatives focused only on achievable joint activities rather than dwelling on limitations.
Read at Digiday
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