Retail media, a concept pioneered by Amazon Ads, involves publishing third-party ads on branded retail sites. The Boston Consulting Group's survey indicates that U.S. merchants are leading, accounting for more than half of global retail media ad spending. Retailers and advertisers across Europe, Africa, the Middle East, and South America reported that advertising on retail sites delivers better returns compared to other marketing channels. The primary advantages noted were revenue expansion and improved relationships with suppliers, although the need for advanced targeting options remains prevalent among brand advertisers.
Retail media is the practice of publishing third-party advertisements on branded retail sites, a strategy that has gained traction among U.S. merchants.
According to a survey by the Boston Consulting Group, brands on retail sites experience a higher ROI thanks to the effective use of retailers' first-party data.
Retailers cite expanding revenue and enhancing partnerships as key benefits of engaging in retail media advertising, reflecting its strategic importance.
While most retailers provide basic targeting for ads, there is a growing demand for more sophisticated targeting options from brand advertisers.
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