What we know about retail media

This article explores how brands can leverage retail media and retail media networks to optimise targeting and measuring.

Retail media and retail media networks are booming thanks to the proximity to the shopper and first-party data they have to offer. Amazon dominates globally, and Alibaba in China, but a whole host of retailers and non-retailers with first-party data are getting into the business across North America, Europe and Asia. This is creating a complex market that could benefit from some form of consolidation to ease planning and buying. Retail media is a big performance marketing opportunity due to its targeting and measurement capabilities. However, it is already moving beyond paid search to formats that can work further up...

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