Q&A: How brands and retailers are using commerce media and data for more accurate campaigns
By Nexxen
The popularity and convenience of online shopping have helped large e-commerce companies and mass merchants to recognize that monetizing first-party data and ad inventory on their digital properties will lead to more effective consumer reach and engagement.
This new opportunity of commerce media and commerce data has grabbed headlines, but as with any developing trend, there remains unrealized potential. Verticals and companies of all sizes sit on a rich first-party data store.
To further understand the commerce media opportunity, in this Q&A, Subhag Oak, senior vice president of data and intelligence at Nexxen, unpacks the role of commerce data, measurement and unified platforms in the commerce media space.
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Source:: Digiday
