Gap Inc.’s retail media play | WARC | The Feed
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Gap Inc.’s retail media play
The Gap Inc., the apparel company, believes everything from digital ads to the packages used for delivery can be powerful retail media channels for third-party brands looking to reach its audience.
Why it matters
Retail media is a fast-growing channel that has attracted marketers who are eager to reach shoppers near the point of (real-world or digital) purchase. As retailers like Gap Inc. – which owns chains like Gap, Banana Republic and Old Navy – have access to considerable amounts of first-party data, they can also target relevant audiences at a granular level and track results in a closed-loop way....
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