The Next Frontier in Retail Media Is Audiences

4 steps to leverage retailer first-party data for off-site traffic

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Search in retail media is king today, has been for some time and will continue to be for a while. But every good story has an up-and-comer, and in our relatively new world of retail media that new kid is first-party data.

We are beginning to leverage first-party data provided by the retailers themselves, which is a big deal because it’s quite useful in helping brands move up the funnel in a more deliberate and targeted way than we’ve been able to with the traditional media options offered to us by our retail partners (e.g.



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