What does retail media need to do next?

“Retail media’s next big leap is to unlock its powerful data for broader use. To grow, retailers must make audience insights, campaign performance, and measurement turnkey, ensuring real-time optimisation. By simplifying access to data, more marketers – including smaller brands – can activate it effectively. That said, the true opportunity lies in leveraging retail data to train AI models aimed at maximising campaign performance at scale and in an efficient manner. Enhanced identity solutions will allow retailers to compete with walled gardens, increasing addressability and performance across diverse channels.” — Michael Guzewicz, Vice President, Strategic Partnerships, OpenX

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