Retail media in a cross-media strategy

Briana Finelli

Advice for brands on how to integrate retail media into cross-channel campaign plans.

I remember when retail media was first becoming “a thing”. In its very early days, retail media was nearly impossible to define.

On the agency side, we often found that we would reach a consensus about what that “thing” was – search ads, banner ads, videos, landing pages with retailer calls-to-action on them – only for a new offering to crop up that sent us back to the drawing board.  

Over time, retail media has expanded to encompass many things under a broad umbrella, and we still struggle to put it in a box. You might still think of retail...

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