Retail media is transforming rapidly, evolving from simple sponsored search to a comprehensive, multi-faceted system involving various formats and advanced targeting technologies. With the increasing involvement of retailers as media owners and demands on Chief Marketing Officers to demonstrate performance, confusion reigns due to numerous networks and inconsistent metrics. Key issues include the need for actionable data and clarity around effectiveness measurement, with AI playing a crucial role in pushing innovation in the space. Without standardized methods of proving effectiveness, the future growth of this sector is uncertain.
Retail media won't keep growing unless we can prove it works. Attribution, incrementality, consistency - without those, the channel risks stalling just as it hits its stride.
Retailers are becoming media owners. Media owners are acting more like retailers. CMOs are under pressure to prove performance and unlock new growth, with or without more budget.
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