Retail media, also known as commerce media, is evolving.
While traditionally it has been seen as a solution for the bottom of the funnel – when a buyer is at the point of purchase – providers are waking up to the potential of retail media as a full-funnel solution.
Thanks to partnerships across social media, CTV (connected TV) and streaming, and off-site, retail media networks can now offer brands a way to tie their campaigns to sales in store, measure their impact, and understand what drives customers to purchase.
“A full-funnel approach is the future of commerce media,” states Eric Brackmann, VP of Commerce Media at Koddi, with confidence. “I see this trend continuing to gain momentum as commerce media networks build new partnerships with more traditional media players.”
How can we expect to see this trend play out in 2024, and what are the implications for customer data and privacy? We asked the experts for their take.
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About this Newsletter
Econsultancy Pulse is a round up of the latest action in the world of marketing and ecommerce.
