Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
Retailers are launching media networks left and right to drive additional revenue based on their strong first-party relationships with shoppers. But tension is brewing beneath the surface—a looming fight between those responsible for a quality user experience and the overriding requirement to drive more revenue.
40% of retailers who have started to build media networks say the biggest challenge they face is balancing their retail business with their media network, according to Forrester. In other words, how many ads can retailers show without compromising the shopper experience? How does the UX team avoid coming to blows with the retail media team?
Imagine a retailer on Main Street that has traditionally prioritized its window displays based on customer feedback.