The rapidly evolving retail media opportunity has been driven by a perfect storm of factors, bringing benefits to both retailers and brands. This chapter explains the drivers behind this growth and the advantages that retail media advertising offers. It covers:
- Catalysts: From economic headwinds and industry challenges to changing consumer behavioural patterns.
- Insights: How retailer first-party data can help brands better understand their customers and get into the all-important shopper basket.
- Targeting: The brand-safe, privacy-compliant environment that retail media offers advertisers.