Agencies Poised to Shape the Evolving Retail Media Landscape
· 34h ago · Originally reported by Mumbrella
As retail media networks mature, agencies are expected to play a larger role in guiding brands through new opportunities and challenges. Their expertise will be crucial in campaign planning, measurement, and integrating retail media with broader marketing strategies.
Why it matters
Retail media is becoming a major channel for advertisers, and agencies can help brands navigate its complexities and maximize returns.
Explain it like I’m new here
Agencies are like coaches helping brands play better in the growing 'store ad' game.
Read the original at Mumbrella
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.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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