Mobile Dev Memo Podcast Season 4, Episode 5: Understanding the retail media landscape (with Andrew Lipsman)
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Oct 2, 2024 Andrew Lipsman, a retail media expert and writer behind Media, Ads + Commerce, dives into the dynamic world of retail media. He discusses the explosive growth of retail media, questioning if budgets are new or redirected funds. The conversation highlights measurement challenges advertisers face with multiple networks and the potential for consolidation in the sector. Lipsman also explores the intersections of retail media and AI, noting how context and ad quality affect consumer attitudes toward ads in e-commerce.
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Retail Media Explosion
- Retail media's explosion began when Amazon's ad business gained wider recognition.
- Other retailers noticed Amazon's success and followed suit, turning their platforms into ad networks.
Data Advantage
- First-party purchase data is superior to behavioral data for targeted advertising.
- This, combined with closed-loop measurement, makes retail media highly effective.
Balancing Performance and Creativity
- Over-reliance on performance metrics like ROAS can lead to flawed decisions.
- Data can be misleading, and a balanced approach considering creative and effectiveness is crucial.