What's E-Commerce Media, and Why Do I Need a Strategy?

From that basis, there are many choices to make. Should the program target vendor co-op funds, vendor brand-budgets, third-party advertisers or a combination of these? What types of media placements and programs should be created, and how might these placements appeal to different types of marketers? How should paid placement be balanced with unpaid merchandising? Should paid placement be contingent upon value-adding discounts and promotions for consumers? Should there be a dedicated person responsible for the program? Who will sell the media — merchants, a dedicated in-house team, third parties or a combination?