In recent years, the digital marketing industry has experienced numerous shifts and among the notable developments is the progression of retail media. Previously limited to physical stores or coupons with a direct focus on sales, the rise of e-commerce has led to the proliferation of sponsored product ads as a prominent retail media solution in the digital landscape.
This transformation has primarily been driven by the popularity of search ad formats, allowing businesses to monetise the traffic generated through e-commerce platforms. Over the past half-decade, there has been unprecedented growth in this domain and it has now become the third-largest...