With the advent of shopping related media in the ad market today, it’s no
surprise that many people have a hard time defining the right
expectations for performance from their retail publishing partners.
Not long ago, it was unheard of for a brand or agency to be
purchasing digital media on a retailer’s website. However, with the
amount of cross-channel shopping that consumers are doing, and with the
amount of influence that websites have on in-store purchases, it’s no
longer something brand advertisers can ignore.