Mobile Dev Memo Podcast
Season 4, Episode 5: Understanding the retail media landscape (with Andrew Lipsman)
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.
46:51
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Quick takeaways
- The growth of retail media has transformed how brands engage consumers by leveraging first-party purchase data for targeted advertising.
- Complex measurement challenges arise from advertisers using multiple retail media networks, necessitating standardization to assess campaign performance effectively.
Deep dives
Defining Retail Media Networks
Retail media refers to advertising that occurs on a retailer's owned platforms, originating from their websites and extending to physical stores. This form of advertising also includes utilizing retailer data to target ads across various environments, such as social media and display advertising. The growth of retail media has been driven by its integration into the entire media ecosystem, making it a key player in the advertising landscape. By leveraging their unique data, retailers can create highly targeted advertising opportunities, thus revolutionizing how brands engage with consumers.
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