Latest / Retail Media Breakfast Club
Costco Breaks the Silence: Inside the Retail Media Tech Stack That Has The Industry Talking
Today I’m breaking down why Costco’s decision to publicly reveal its retail media tech stack sent shockwaves through NRF, and why it matters so much for advertisers, merchants, and retail media leaders alike. Retail media is one of the highest-margin revenue streams retailers have, but what happens when the pursuit of ad dollars starts to undermine the core business?
In this recap of my recent article for The Drum, I walk through the philosophy of Mark Williamson, head of Costco’s RMN, and why sales velocity, member experience, and merchandising discipline come before media profits. This…
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