Most Advertisers and Agencies Are Positive About Retail Media in 2023

Research from IAB Europe and Microsoft highlights the thoughts around partnerships in the retail space

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In 2023, with advertising spend expected to slow, retailers have become a staple partner for most advertisers looking to reach their consumers, claims new research.

According to a study released by IAB Europe and Microsoft, retail media has become an established element of marketers’ strategies with 90% of more than 800 buy-side stakeholders planning to work with a retailer next year. Those were made up of brand directors, media directors, media planners and programmatic media directors.

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