As Supply Chain Woes Persist, Retail and Media Collide

Agencies must navigate the new landscape—those with SKU-level knowledge have the upper hand

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Retail media is at the top of many marketers’ minds as retailers amass huge amounts of ad dollars, chipping away at other platforms’ dominance.

As a result, agencies contend with new expectations thrust upon them by clients eager to get into the retail media space and must step beyond the marketing organizations they are familiar with to navigate a complex merchandising landscape.

Distribution and marketing collide

Traditionally many agencies went without access to merchandising data that can indicate when a product sells out.



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