Creative Is the Missing Link in Retail Media's Next Phase

Retail media has become increasingly more effective in delivering scale and performance, but it’s time to unlock more value through high impact creative that captures attention where it matters most.

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Walking around Shoptalk this year, one thing stood out across brands, agencies and retail media teams: Access is no longer the issue. Networks are built, inventory is everywhere, and targeting is increasingly standardized, with the key differentiation being the retailer’s first-party data. The real challenge is making it actionable and leveling up what audiences are actually seeing from a creative perspective.

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Retail Media Is Expanding Beyond Owned Channels

Retail media is no longer confined to owned and operated or in-store environments. Where does its future lie?

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