How to achieve scale and efficiency in retail media is a hot topic, as the use of data clean rooms increases, with retailer first-party data in some cases being used to target consumers in other channels, even by non-endemic brands (i.e. ones that don’t sell via the retailer itself).
We ask our experts, how does retail media compare to other walled gardens? And to what extent is retail media now integrated with other digital ad channels?
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Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.
This briefing is part of our Digital Transformation Monthly series which looks at broad digital trends impacting brands. This edition examines recent developments in the worlds of streaming and CTV, in the context of the longer-term decline in broadcast TV viewership.
