Mad for Ads: Retail’s Latest Disintermediation Disruption

Retailers have the data, now they’re ready to shop it! Announcements are coming right and left as a growing number of retailers establish in-house media networks and ad shops. While individual ad offerings may vary, retailers are united in their determination to turn brand partners into paying clients. Traditional advertising agencies are on edge, brands are weighing their options, and retailers are set to fight it out for a multi-billion-dollar global opportunity. In this episode, Carol Spieckerman explores multi-stakeholder motivations, incentives, and drawbacks as the battle for ad bucks heats up.

In this episode you’ll learn:

· How retailers’ carrot-and-stick strategies will budge brands

· Why Ecommerce media networks can triple-dip

· How retailers’ ad shop buildouts will shift brand budgets

· Why third-party data houses might win in the end

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