Retail Media's Reliance on Keyword Search Faces Disruption
· 2h ago · Originally reported by The Drum
Retail media has traditionally depended on keyword search bars to connect shoppers with products and ads. However, industry trends suggest this foundational approach may soon be replaced by new targeting and discovery methods.
Why it matters
As retail media evolves, changes in how ads are targeted and displayed could impact advertisers, retailers, and shoppers, potentially shifting budgets and strategies.
Explain it like I’m new here
It's like stores used to help you find things by what you typed in, but now they're finding new ways to show you stuff you might like.
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.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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