Category Retail Media

The Future of Digital Advertising: How Retail Media Transforms Digital Ad Campaigns Without Cookies

Faced with the impossibility of continuing online behavior tracking for audience construction and activation in digital advertising campaigns via cookies, Retail Media emerges as one of the most accurate and reliable solutions. This is not only due to its ability to identify high-value users but also because of the potential for more advanced measurements through business-focused metric analysis.

Retail Media: From the Shelf to the Digital World

Retail Media involves leveraging retailer data and their available advertising spaces for advertising purposes. Previously, we had shelf end caps in stores, through which brands gained visibility. Today, Retail Media has gone digital. Shelf end caps have moved to digital spaces, and brands gain visibility throughout the customer journey, both on e-commerce websites, major media platforms, and in physical stores.

Measuring Retail Media effectiveness in a cookieless world

The impact of Google’s decision notwithstanding, The General Data Protection Regulation (GDPR) and CCPA (California Consumer Privacy Act) are here to stay and the push for more privacy will continue. This means that advertisers need to embrace innovative approaches to maintain the effectiveness and monitor the impact of their campaigns.