Retail Media - vom Versprechen zur echten Wertschöpfung

Since its inception, retail media has been credited with enormous potential for transforming media, but so far it has failed to live up to this promise. Its greatest value lies in its access to target groups and their behavior, as well as in the possibility of applying this knowledge far beyond retail to other inventories. The central challenge is to clearly recognize users across channels and make this information consistent, transparent, and easy to use—in everyday life and with feasible campaign reach, not just in isolated "test & learn" scenarios. The key lies in neutral solutions that connect retailers and marketers.