‘The year where I don’t roll my eyes’ at retail: Bayer’s programmatic and digital lead on the state of retail media
By Kimeko McCoy
After years of growth going up and to the right, retail media seems to have finally hit an inflection point — retail media networks want brand dollars and brands want attribution metrics. Until retail media can be seamlessly integrated with national brand campaigns (within budget constraints) the industry may remain at a standstill.
Some companies like Bayer, parent company to Aleve, Alka-Seltzer, MiraLAX, are trying to push the conversation forward, past siloed walled gardens to demand more from retail partners.
“This is going to be the year where I don’t roll my eyes or make a snarky face when somebody talks about retail,” said Khara Hutchinson, head of programmatic and integrated digital activation at Bayer. “I’ve done it most of the time.”
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Source:: Digiday
