What’s next for retail media? Amazon is paving the way

Elana Morris

A cost-per-click system has been the e-commerce standard for small retailers looking to bid for space on large platforms such as Amazon. But as economic volatility challenges long established norms, retail is due for a sea change.

Among the many retailers that make up the crowded e-commerce ecosystem, it can be difficult to discern which brands are innovating – and how they are doing so in an ever-changing market. For a glimpse into what’s coming in retail, a handful of successful patterns emerge: a strong reliance on over-the-top (OTT) and cost-per-click (CPC) ads, a focus on paid search, and an adherence to the Amazon playbook. But rising prices and economic instability will have some marketers reevaluating their established strategies.

These findings were discussed at the Cannes Lion International Festival of Creativity by Adam Epstein, co-president of eCommerce...

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