Touted as digital advertising's "third wave", retail media has emerged as one of the hottest topics in ad tech.Although the Covid-19 pandemic initially forced retailers to shift their focus onto the medium, retail media's exponential growth can be attributed to a couple of key factors.The first is how the medium fits in with evolving privacy regulations: retail media is a goldmine for detailed first-party data, allowing advertisers to sidestep privacy concerns associated with third-party data cookies entirely.
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