How to Budget for Retail Media Advertising in 2021

It's important to remember that 'first-party data' isn't synonymous with 'the best data'

Last year, many marketers went diving through the proverbial couch cushions in search of funds to get started in the Retail Media game, which had exploded thanks to pandemic-induced hyper-acceleration of ecommerce, first-party data access and customers moving beyond searching in a search box—and into the realm of channel-less commerce.