The rise of retail media is fueled by uncertainty surrounding third-party cookie deprecation, even as Google announces plans to make cookies optional. However, the landscape remains challenging for measurement.
Consumer packaged goods brands are shifting toward measuring incremental lift for retail media spending. Integrity in investment shifts is crucial for assessing the effectiveness of retail media efforts.
Most retail sales still occur in-store, emphasizing the need to evaluate the impact of each marketing touchpoint on actual purchases. A holistic measurement approach is vital moving forward.
Current measurement practices remain siloed between traditional and digital channels, causing biases. The blending of purchase history with retail data is essential for developing robust measurement systems.
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