Retail media, paid search and paid social spend grew from Q2 to Q3, with nearly every channel seeing its strongest spending month during the third quarter, according to Skai.
Brands are reallocating funds from digital platforms and traditional media as well as non-advertising and “below-the-line” shopper/trade marketing, according to research from IAB.
The fourth edition of The Mars Agency’s “Retail Media Report Card" evaluated 14 retailer media networks across five performance areas, and Walmart received the highest overall ranking, primarily for enhancements made to its measurement tools and media products.
Research from LiveIntent also determined that 96% of marketers deem first-party data vital to advertising, especially in light of Google's pending third-party cookie changes.
Long-term and short-term trends indicate stronger consumer demand over the past six months, particularly in retail media and paid search, according to quarterly research from Skai.
Nearly three quarters of brands cite risk of data leakage and privacy as a barrier to retail media adoption, according to recent report from global adtech and martech company Epsilon.
