The Digiday Podcast Digiday at Cannes: Ad networks take center stage — are buyers buying in?
Jun 17, 2025
Peggy McCann, Chief Media Officer at GSD&M, dives into the vibrant world of retail media networks at this year’s Cannes Lions Festival of Creativity. She highlights their rise, emphasizing how they’ve evolved from mere conversion tools to key players in the entire marketing funnel. McCann discusses the importance of first-party data and emotional connections with consumers. As advertising faces economic challenges, she underscores the need for flexible strategies and collaboration between brands and retail partners to truly drive engagement.
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Retail Media's Rising Maturity
- Retail media networks have matured significantly over the past two years and are now prominent in industry events like Cannes Lions.
- Their increasing presence signals strong growth and industry's serious attention to this marketing channel.
Retail Media Evolves Full-Funnel Role
- Retail media networks are evolving beyond lower-funnel conversion tactics to full-funnel marketing roles.
- New ad formats focus on discovery and emotional connection, bringing back the human shopping experience.
Retail Media's Staying Power
- Retail media's growth is no flash in the pan; it's establishing lasting industry impact.
- The ecosystem is simplifying buying processes and expanding beyond retailers' sites through programmatic and open exchange.