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I have a rule: If you make the predictions before the end of January, they still can come true for that year.
My overall prediction is that 2023 will look a lot like 2022. We made a lot of progress on the retail media front. But because things moved fast, I would argue we now need to catch our collective breath and assess which of those advancements have been effective and which haven’t.
Here’s what I said last year in its entirety; I’ll do a quick recap at the end on how accurate they were to keep myself honest.
On-site search is still king
We will see a lot more offerings and adoption of self-service platforms like Walmart and Instacart that offer pre-set audience targeting that can be applied using first-party data to run onsite display campaigns.