We don't see retail media as just a shakedown of our suppliers to pad our margins so we can fund our attempts to compete with Amazon, Monahan said. All those dynamics are real, but the offer that we have is about driving collective growth, [including] category growth [and] real, incremental sales growth.
While retailers rush to launch new ad formats and in-store screens, brands have a simpler request: prove that their advertising works. With Circana's acquisition of Nielsen's Marketing Mix Modeling business in August and NCSolutions in June, the company is positioning itself as the independent arbiter retail media desperately needs. Leading this charge is Cara Pratt, just 90 days into her role as President of Global Retail and Media, who brings the unique perspective of having built Kroger's retail media network from the inside.
A multiphase holiday campaign recognizes that peak shopping periods aren't monolithic events. They are complex, multiphase journeys requiring distinct creative approaches.
The acquisition of Symbiosys will significantly enhance DoorDash's advertising capabilities, particularly allowing its advertisers to reach audiences through off-site channels like Google and Instagram.
The report offers the most comprehensive view yet of how sponsored products are evolving, tracking placements and brand investment across major RMNs over the past 18 months.
