Retail Media Networks Continue Reshaping Brand Advertising Strategies
· 3d ago · Originally reported by MarkHub24
This piece examines how retail media networks are changing the way brands reach shoppers, with retailers leveraging their first-party data and on-site ad inventory to build advertising businesses. The article discusses general trends in the sector's growth.
Why it matters
Retail media has become one of the fastest-growing segments of digital advertising, shifting ad budgets from traditional channels to retailer-owned platforms.
Explain it like I’m new here
It's like a grocery store renting space on its shelves to brands and also selling them knowledge about what shoppers buy.
Read the original at MarkHub24
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.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
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