Brands are increasingly recognising the potential of retail media networks, or digital ad platforms operated by retailers, as valuable advertising channels.

The changes in technology and customer behaviours mean bottom-funnel metrics alone cannot drive long-term growth and customer loyalty. 

Why retail media matters

Retail media is evolving as it shifts from a sales-focused strategy to a full-funnel solution, with marketers leveraging data to develop customised and targeted campaigns to improve brand loyalty and long-term growth.