David Pollet

As growth in commerce media moves from search into display and further up the funnel into brand budgets, its growth is being held back by limited measuring capabilities. The majority of commerce media today is being measured using last-click attribution, however, upper-funnel brand media rarely drives clicks or is the last touch before a purchase.…

It’s not just you — advertising is getting more personal. Retailers and brands know more about consumers than ever, thanks to their first-party data, and retail media networks (RMNs) can deliver personalized advertising by leveraging it. Beyond its role in targeting consumers, this transactional data can also serve as a powerful attribution method, closing the…

We’ve long been talking about media sellers grading their own homework in digital advertising. And it’s no different when it comes to retail media. If anything, brands are stuck between an even bigger rock and a hard place in retail media. Not only does the measurement come directly from the media seller, but the same…