Retail media has been the advertising story of the decade so far: the unfashionable and often informal world of trade and shopper marketing transformed into a $128.2bn digital advertising behemoth.
In this co-authored WARC Media and WARC Digital Commerce report, we examine the surging levels of retail media ad investment that have drawn so much attention, and talk to industry experts about the future of retail data as an enabler of effectiveness across the media landscape.
This report also considers the potential downsides of retail media. For all the hype, there are developing headaches for brands – from the emergence of new, powerful walled gardens, to growing concerns that retail media is becoming a tax on doing business online.
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