Trade media positioned as the next phase beyond retail media for e-commerce growth
· 2h ago · Originally reported by Performance Marketing World
Performance Marketing World examines whether trade media — extending retail media principles beyond on-site placements into broader trade and off-site channels — could become the next growth engine for e-commerce brands after retail media's rapid maturation.
Why it matters
Retail media networks have become a major revenue line for retailers and a core budget line for brands, so the search for the next channel signals where ad dollars may shift next.
Explain it like I’m new here
Stores started selling ad space on their shelves and websites; now people are asking what the next kind of ad space to sell will be.
Read the original at Performance Marketing World
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.
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.
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