‘Are you spending my money wisely?’: Marketers get creative to address RMN transparency questions
By Kimeko McCoy
There’s a quote from marketing pioneer John Wanamaker in which he said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” It illustrates something that’s coming to mind for marketers as transparency conversations continue to bubble up in the fast-growing retail media network (RMN) space. In response, some marketers are getting creative to gain in-depth insights around customer acquisition, sales attribution and more.
Instead of waiting on retail media networks to make the first move, a number of marketers are tapping into third-party platforms like The Trade Desk to trace their working media dollars, build out internal custom dashboards or conduct more audits of retail media supply chains on behalf of their clients. Chalk it up to a fear of media waste.
However, achieving full transparency is proving to be easier said than done.
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Source:: Digiday
