Retail Leader Editor Amy Baxter sat down with Peter Breen, editor in chief of the Path to Purchase Institute, for the latest episode of Trend Talk to discuss what shoppers are really doing on retailer websites.
Retail media advertising networks, or advertising networks in general, started out as a way for retailers to monetize their platforms. According to Spencer Baird of Inmar Intelligence, that’s “code for if there's a way to monetize this, let's monetize this.”
David Peterson, vice president of sales at Roundel--the retail media branch of Target--explained during the Path to Purchase Institute’s recent Retail Media Forum virtual event how changing shopper behaviors have coincided with an influx of brands and retail agencies looking to maximize retail media strategies through a mix of digital and in-store targeting.
Understanding the evolving retail media landscape--and learning how to leverage it to grow business--is especially important for product marketers in 2021, as pandemic-impacted consumers more frequently go online to explore and purchase products.