30/09/2026
Paid Marketing Updates - Retail Media Is Evolving, Here’s What Marketers Should Value Now.
Retail media is evolving beyond sponsored listings on retailer websites. Marketers are increasingly looking at purchase intent, first-party data, incrementality, measurement, and how close advertising is to the buying decision. With hundreds of retail media networks available, the focus is shifting from simply maximizing reach to choosing partners that can demonstrate real business impact and support a broader commerce strategy.