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What is retail media?
Retail media, or retail advertising, is an advertising category carved out by Amazon (and more recently Walmart, Target, Kroger, delivery startups, and other retail brands), in which consumer brands advertise on ecommerce platforms. It has the advantage of tapping into troves of 1st-party data that go well beyond demographics to granular behavioral data such as purchases, browsing and search history. Depending on the retailer, some of that data may be available for both online and in-store transactions. Retail advertising has the advantage of being close to the point of conversion – advertisers can get a “view into the shopping basket” and achieve high-quality attribution using the retailer’s transaction data.