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No. 0328
Published
Do not let retail media tell you it is brand building
Why it matters
The argument is that retail media is genuinely valuable as a performance channel but should not be allowed to reclassify itself as brand building and pull budget from work that actually does that job. The category-drift problem is familiar: a channel that measures well starts claiming outcomes it does not produce. Worth keeping in mind whenever a channel's own measurement is the proof of its own strategic value.
The source
Adweek
Do not let retail media tell you it is brand building
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