In these times of economic disruption, the advertising ecosystem has had only one word in its mouth in recent months: “retail media”.
This fashionable English term, brandished around the world in all conferences, simply defines the inventories and advertising products present on the merchant sites of major merchants.
And the possibility, therefore, for brands to monetize their audience.
Because in front of his computer and with his bank card, a person browsing an e-commerce site is a potential buyer who arouses the desires of advertisers.
“Retail media has become the third wave of online advertising, after the era of search and social media
,” write Goldman Sachs analysts in their latest report on the subject.
120 billion dollars of investments
Boosted by the pandemic and the transformation of consumer habits, this advertising segment should experience the strongest growth in the market in 2023 (+ 30%) and cross the bar of 120 billion dollars in investments...
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