In this discussion, Greg Stellato, a brand advertising expert focused on specialty retailers, dives into the evolution of retail media. He highlights how retailers can turn into media powerhouses by leveraging first-party data to create profitable advertising strategies. The conversation covers the importance of understanding consumer behavior, challenges like ad blindness, and the role of innovative ad placements. Stellato also emphasizes the need for sustainable revenue models and the impact of programmatic advertising in enhancing the consumer experience.
