Most Retail Media Firms Use AI for Analysis, Few Trust It for Ad and Product Ranking
· 2h ago · Originally reported by MarTech Series
A poll at IAB Europe’s Retail Media Impact Summit found that while 88% of retail media professionals use AI for data analysis and reporting, only 16% rely on AI to make decisions about product and ad ranking. This indicates a significant gap between analytical and operational uses of AI in retail media.
Why it matters
Understanding how AI is actually used in retail media highlights both the technology's current strengths and the industry's hesitancy to automate critical ad decisions. This gap could impact the efficiency and effectiveness of retail media campaigns.
Explain it like I’m new here
Most stores use AI like a calculator to look at numbers, but very few let it decide which ads or products to show you.
Read the original at MarTech Series
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Go deeper
Related stories
IAB Europe Survey: 86% Use AI in Marketing, Only 48% Have Ad Guidelines
A recent IAB Europe survey found that while 86% of respondents use artificial intelligence in their marketing efforts, less than half have established rules or guidelines for AI-generated advertising. This highlights a gap between AI…
How Google's limited ads mode works when EU users decline cookies
Google's limited ads serve format displays advertising to European users who refuse device storage under IAB Europe's Transparency and Consent Framework. Instead of using personalized data or ad cookies, the mode delivers ads without…
IAB Europe's Global Vendor List: the weekly registry behind European consent choices
IAB Europe maintains the Global Vendor List, a machine-readable JSON registry refreshed weekly that enumerates ad tech vendors, assigns each a unique ID, and records the data-processing purposes they declare. Consent management platforms…
Lacuna Becomes Registered Vendor in IAB Europe's Transparency & Consent Framework
Lacuna has joined IAB Europe's Transparency & Consent Framework (TCF) as a registered vendor. This move allows Lacuna to participate in standardized processes for managing user consent and privacy preferences across digital advertising in…
Lacuna Registers as Vendor in IAB Europe's Transparency & Consent Framework
Lacuna has joined IAB Europe's Transparency & Consent Framework (TCF) as a registered vendor. This move allows Lacuna to participate in standardized processes for managing user privacy and consent across digital advertising in Europe.
Lacuna Registers as Vendor in IAB Europe's Transparency & Consent Framework
Lacuna has joined IAB Europe's Transparency & Consent Framework (TCF) as a registered vendor. This move allows Lacuna to participate in standardized processes for managing user consent and privacy preferences in digital advertising.