Brands & Agencies Must Shape Retail Media's Future Amidst AI-Driven Growth
IAB Europe2h ago·1 min readAdvertising
AI Summary
Retail and Commerce Media is rapidly expanding, offering brands rich data and direct outcome measurement. However, growing complexity and the increasing influence of AI necessitate greater buy-side input to ensure clarity, consistency, and effective ROI demonstration.
⚡ Marketer Insight
As AI increasingly shapes retail media strategies, brands and agencies must actively participate in industry surveys to ensure their needs and challenges are addressed, preventing a future dictated solely by platform capabilities.
#retail media#commerce media#ai in advertising#first-party data
Original article
IAB Europe