In retail and shopper marketing, one thing that has always stayed true is the value in understanding shopper mindset. As retail media continues to evolve at pace across the region, and globally, it feels more important than ever.
We’ve made huge strides in recent years, the sophistication around targeting, retailer data, measurement, and media planning are seriously impressive. Retailers are no longer distribution channels or display space; they’ve become highly advanced media ecosystems driven by incredibly powerful shopper intelligence. The growth of retailer first party data and the opportunity to access this data for more focused targeting has even led FMCG brands to create their own
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