The Rise of Retail Media – and what this means for brands

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

What is Retail Media?

Retail Media is advertising within a retailer’s e-commerce website or apps – typically sold by retailers to brands who wish to boost visibility on the ‘digital shelf’ and promote their brands closer to the point of sale.

Think of Retail Media as any communication and marketing techniques used on consumers' purchase journeys online that can be packaged and sold to third parties such as brands to drive sales.

Another way to think about Retail Media has been coined by Fidji Simo, the new CEO of Instacart is this: “There’s an advertising product inside people’s e-commerce shopping...

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