The Rise of Retail Media and the Shift to Performance Metrics

Retail media is gaining momentum as budgets are being pulled from traditional channels. Advertisers are shifting their focus to performance metrics, such as sales, rather than vanity metrics. The industry is moving away from relying on proxies like viewability and click-through rates and towards measuring actual outcomes. This shift has been driven by the availability of data and the need for more accurate and ROI-driven measurement. Retail media partnerships, like the one between Walmart and the Trade Desk, are helping advertisers optimize their campaigns and allocate budgets more effectively based on real-time sales data.