Introduction and overview

Retail media is a rapidly growing branch of digital advertising, enabling brands to reach customers as they shop and granting access to valuable first-party data. This chapter looks at the drivers behind the growth of retail media and explains the opportunity it presents to brands. Defining retail media In its broadest sense, retail media relates […]

Retail media is an exciting, rapidly growing opportunity for retailers and brands alike. Pressure on retail margins, consumer behaviour shifts to online shopping and the desire for brands to drive value and find new ways of reaching consumers have combined to build a momentum for growth. As the retail media ecosystem evolves, there are some […]