This article is part of the November 2022 Spotlight US series, "Solving the puzzle of retail media.” Read more
This article is the second in a two-part series looking at trends in retail media which deserve more attention. Part 1 discusses the retail media Hype Cycle, the potential role of media agencies and the complexities associated with “digital shelves”.
This article, part 2, examines why retail marketing isn’t just the new shopper marketing, how data is driving a new form of collaboration, and whether retail media results in incremental sales....