Retail media has gone through several iterations in the past few years, and will continue to evolve and take new forms. But it retains an essential component through these changes: the use of shopper data to customize and cultivate brand communities. Social media allowed for this data to be capturable in a new, increasingly relevant way.

Why it matters

Though the pandemic hastened retail media’s rise, it did not create it wholesale— rather, it allowed social commerce to become a driving force in marketing, paving the way for retail media’s entrance.

Takeaways

• At its heart, retail media is...