Media Buying Briefing: Here’s how the holdcos’ commerce/retail media offerings stack up
Last week, IPG formally threw its hat into the expanding ring that is the commerce media and retail media marketplace, by rolling out its Unified Retail Media Solution as a new unit within IPG Mediabrands. Its own sibling Magna estimates the retail media market will grow 13% to some $121 billion this year.
The result of at least a year of development internally, the unit will be led by Glen Conybeare as executive lead, who oversees some 500 staffers. Fundamental to its philosophy and approach is to unify and simplify understanding and operation within the complex and growing world of retail media networks, which essentially form a country of walled gardens.
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Source:: Digiday
