Retail media

Retail media is advertising space retailers sell themselves, on their sites, apps and in-store, targeted with their own purchase data. It is the fastest-growing media category because three interests align: retailers monetise their data and shelf space, brands advertise close to the buying moment, and measurement against till data looks hard. The caveats are substantial. The referee is also the seller: the retailer sets price, position and measurement method. Much measured revenue is non-incremental, because the ad catches shoppers already looking for the product. And budget quietly shifts from brand building to a shelf levy.

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