Omnicom Media Group makes its bid to determine incrementality in retail media via its CASA effort
If there’s one area that constantly keeps media agencies on their toes — no, for once the answer is not generative AI — it’s retail media, which is growing at geometric rates and stands to eclipse TV in attracting ad revenue before long.
Which is why Omnicom Media Group (OMG), in its weeklong quest this week to assign standards and accountability to the biggest areas of growth in media, is for the first time revealing its retail media-related standards as outlined in its Council on Accountability and Standards in Advertising (CASA) retail subgroup. OMG has already announced updated CASA standards in social media and the broader programmatic world this week, tied in large part to reveals made during Advertising Week New York.
The need for standardization of measurement, inventory and outcomes evaluation are vital to the growth of the sector — whose estimates range from $45 billion in the U.S. this year to well over $110 billion globally.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
