Best Practice Report

The Marketer’s Guide To Retail Media

Harness Retail Media’s Power To Maximize Its Revenue Impact

February 2nd, 2023
Nikhil Lai, Senior Analyst
Nikhil Lai Senior Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Emily Collins , James DeNeill , Lexie Lawhon , Christine Turley

Summary

The hype around retail media is leading to hasty investments from brands. Many fear missing out on retail media’s unique opportunities and that, if they underspend, retailers will retaliate. To harness the opportunities that retail media creates, marketers must reclaim control. This report lays out a pragmatic approach to retail media management and helps marketers maximize its revenue impact across planning, activation, and optimization.

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