The benefits of retail media and the access it provides to retailers’ valuable first-party data make this form of advertising an attractive proposition for businesses. This summary acts as an introduction to Econsultancy’s Retail Media Best Practice Guide, which outlines the opportunity and strategies brands need to capitalise on it. The guide covers:
- The benefits: Retailer first-party data provides useful insights into shopper behaviour and purchasing patterns, while the retail media networks enable advertisers to reach consumers with high intent close to the point of sale.
- Strategy: Retail media advertising can be used to achieve objectives across the funnel.
- Measurement: Closed-loop attribution enables brands to optimise their ads and provides accountability.