Marketing

This article was first published by Digiday sibling Modern Retail. With retailers eager to get into the advertising business as a revenue driver, hundreds of retail media networks are now on the market. That presents a unique challenge to brands across a wide array of categories. At Digiday, Modern Retail and Glossy’s Retail Media Advertising Strategies […]

After years of growth going up and to the right, retail media seems to have finally hit an inflection point — retail media networks want brand dollars and brands want attribution metrics. Until retail media can be seamlessly integrated with national brand campaigns (within budget constraints) the industry may remain at a standstill. Some companies

Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works. That was the vibe at the IAB Connected Commerce event in New York City, at least.

When Taylor Swift and Travis Kelce made it official last month with a joint post on Instagram, brands hopped on the announcement like it was the last train leaving engagement station. Within 24 hours, the post got 30 million likes, 2.3 million reposts and 9.7 million reshares. Not every cultural moment generates that kind of

Transaction IDs (TIDs) have been the topic du jour on LinkedIn and Twitter – and for good reason. These OpenRTB identifiers let buyers deduplicate the cluttered bidstream.  The entire TID debate has a clear subtitle: “Duplication is waste.”  However, legitimate auction duplication provides benefits for publishers. And the use of TIDs drives publishers’ fears around