Latest / Retail Media Breakfast Club
Big Agencies & Retail Media: A Slightly Unhinged Relationship
Retail media may be the hottest topic in advertising right now, but how do big agencies really feel about it? In this episode, I unpack new Infillion research that reveals the complicated love-hate relationship agencies have with retail media. On the surface, agencies are excited about its potential. But dig deeper and you’ll find a story of frustration, structural challenges, and competing priorities.
I break down the numbers from a survey of senior media buyers at large agencies, explore why retail media is still treated as a promotional channel, and highlight the formats and tactics that…
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