This article is part of the November 2022 Spotlight US series, "Solving the puzzle of retail media.” Read more
In the past few years, retail media has become the hot-button topic for brands. Spurred on by the pandemic, this new industry has seen skyrocketing growth – 82% year over year from 2020 to 2021.
It’s easy to understand why. By giving brands the ability to buy and place ads on retailers’ owned properties – or through external ads pointing to them – retailers give marketers new sources of behavioral insight,...