Because retail media campaigns drive to a retailer’s site in many cases instead of a brand’s, it’s up to the retailer to share necessary customer activity information, adding yet another layer of complexity for advertisers.
Ad tech stacks often fail to provide interoperable components out of the box, which means more complexity, less flexibility and lost time for agencies.
This week’s Future of TV Briefing looks at why YouTube Shorts’ and TikTok’s affiliate commerce programs for creators may fare better than past efforts from the likes of Instagram.
While business-to-business and business-to-consumer advertising methods are different for a reason, there are aspects of B2C that B2B marketers can — and should — leverage, such as spotlighting promises rather than features alone.
