Concurrent B
Retail media is fast becoming one of the largest digital advertising categories in marketing, and an increasingly important destination for brand investment at scale. The question coming into focus is what it takes for the category to capture the next wave of brand investment as it matures alongside the world’s largest digital channels.
Drawing on perspectives from P&G, Loblaw Advance, and Flipp, the panel will explore how the brand-retailer-tech model is taking shape, what good partnership requires, and where the category is headed. The discussion will also examine an emerging frontier: using media to amplify the billions brands invest in promotions, reaching shoppers in an era of calculated consumption.
