The news: Soumya Donkada, Unilever’s head of digital, media, and ecommerce for beauty brands, restated the company’s intention to find a post-third-party-cookie measurement solution in an interview with Insider and reiterated the consumer giant’s call for retail media networks to adopt a set of measurement standards to aid advertisers.
New kids, new rules: Retail media advertising networks exploded in 2022, with dozens of retailers launching ad businesses in hopes of capturing shifting revenue budgets. But rising interest rates and softer spending are mixing poorly with a lack of standards for the relatively new ad channel.
Our take: Despite the issues with unified standards, retail media networks remain in a strong position to grow throughout the ad downturn, which could discourage networks from coming together.
Correction: This article originally contained an outdated chart and forecast data. We updated the content and chart to include our most recent figures on January 26, 2022.
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