What’s next for retail media? Trends to watch in 2024

The appeal of retail media – with its alluring treasure trove of first-party data and potential to truly drive customer conversion – is set to keep on growing, particularly in a fragmented media marketplace characterised by a need to find alternatives to TV, and the imminent demise of third-party cookies.

Marketers are suffering severe FOMO as demand for retail media is outstripping supply and retailers just can’t keep up with nine in 10reporting ‘waiting lists’ for their inventory. The appeal of retail media – with its alluring treasure trove of first-party...

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