The expected growth for retail media in the coming years is huge. Supermarket chains, in particular, can use their ad departments to outpace hard discounters, a new analysis shows.
Bigger than TV
If there has been one hyper-topic in retail in recent years, it is the unsustainable rise of retail media. For retailers, it is a more than welcome additional source of revenue and margin. For brands, it is an opportunity to promote their products and services in stores, on retailers’ websites and apps. The fact that they can use those retailers’ first-party data to do so is a strong asset in an era without third-party cookies. You reach consumers in the right place at the right time with the right message.
