Albertsons’ Argyilan on why retail media needs to standardize measurement, industry terminology
More companies are throwing their lot into offering some form of retail media network on a seemingly daily basis. The latest move comes from Microsoft, which on Tuesday launched the U.S. version of the retail ad network it announced back in January that allows retailers to tap into Microsoft’s many ad opportunities.
That gold rush to monetize the hills of first-party data has created a glut of inventory and a lot of varied approaches to selling, which has created as much confusion as opportunity in the $45 billion-plus retail media network (RMN) marketplace.
Criteo is just the latest ad-tech platform to try to bring some order to the chaos, having launched a DSP and a series of data tools and solutions two weeks ago — and claiming to have the involvement of more than 200 RMNs.
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Source:: Digiday
