Can Retail Media Crash the Cool Kids' Party? 

Commerce and social media are converging—but on whose terms?

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“Retail media” and “convergence” were among two of the biggest marketing buzzwords in 2021.

Retail media networks seemingly mushroomed up out of nowhere, multiplied, expanded and got ever more sophisticated. As for convergence, the continued fusion between streaming, social media, commerce and livestream shopping made it hard to delineate one from the other when it came to media advertising categories. 

So what happens when retail media converges with livestream shopping? Talk about strange bedfellows. Let’s put it this way: If the classic brick-and-mortar retailer and the sparkly TikTok maven went to high school together, they probably wouldn’t sit at the same table in the cafeteria.

But commerce is commerce.



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