Retail media has gained traction over recent years as customer data from online shopping grows and brands look for post-cookie ways to personalize marketing. Artefact’s Bernal Mazaira looks at what’s on offer.
Retailers are increasingly leveraging their e-commerce platforms and selling media inventory to third-party brands, with ads targeted at consumers based on their preferences and online behavior.
It’s not hard to find figures highlighting the promise offered by the retail media channel. At the end of last year, an IAB / Microsoft survey forecasted that the market will increase to $25bn by 2026. And GroupM’s mid-year report Read full story ›
Source: The Drum
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