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Podcast: Future Commerce
Episode: “Retail Media is a Direct Channel to the Shopper” (Feat. Kiri Masters, Acadia)
Description: What if everyone is sick of drinking champagne? Retail media is a direct channel to the shopper. It’s an attractive audience for brands to reach shoppers, and it's becoming really profitable Brands are currently using two methods to allocate retail media, which makes it very limited, and its harder to get ahead of trends when using one of the two modelsKiri’s proposal for the two methods is to get back to the basics of the marketing funnel, “the idea is to identify your objective, and then which part of the marketing funnel you are going to focus on...