RetailX-Koddi Study Reveals 94% of Advertisers Seek Unified Retail Media Buying

What's Happening?

A new study by RetailX and Koddi reveals that 94% of advertisers prefer a unified platform for retail media buying, encompassing onsite, offsite, and instore channels. The report highlights the growing importance of retailer-owned first-party data and the shift towards omnichannel media hubs. Advertisers are increasingly investing in social media, video, and connected TV (CTV) as offsite channels gain traction. The study also identifies measurement and attribution as key challenges, with 39% of advertisers struggling to compare results across platforms. The demand for curated deals combining retailer data with premium publisher inventory is high, signaling a shift in how offsite campaigns are managed.

Why It's Important?

The findings underscore the evolving landscape of retail media, where advertisers are seeking more integrated solutions to reach consumers effectively. The emphasis on first-party data reflects the need for more precise targeting and personalized marketing strategies. As retailers become data providers, they can offer curated packages that extend their influence beyond owned channels, potentially increasing their competitive edge. The focus on measurement and attribution highlights the need for reliable metrics to guide investment decisions, which could drive innovation in media buying technologies.

Beyond the Headlines

The shift towards unified retail media buying could have broader implications for the advertising industry, as it may lead to more collaboration between retailers and media platforms. The integration of first-party data with premium inventory could enhance consumer engagement and drive sales. However, the reliance on retailer-led solutions may also raise concerns about data privacy and the balance of power between retailers and advertisers. As the industry adapts to these changes, ethical considerations around data usage and consumer consent will likely become more prominent.