Retail media: How it will shape APAC’s marketing landscape | WARC | The Feed

Across Southeast Asia, retail media is starting to fill brands’ needs in reach and engagement, with even non-endemic brands getting into this area as they make increased use of shopping data to build audience personas.

Why it matters

Retail media is growing and satisfying the requirements for brand reach and engagement, thanks to a combination of the explosion in OTT and connected TV, the loss of third-party identifiers, and the digitisation of stores. 

Takeaways