Retail media has evolved significantly post-COVID, enabling marketers to connect with consumers using their purchase history and preferences for targeted advertising.
Retail media networks capitalize on first-party data from increased app usage, allowing companies to enhance ad relevance and engage consumers during their shopping experiences.
The pandemic has permanently altered consumer behaviors and enhanced the significance of retail media, particularly for CPG brands that need to adapt to these changes.
The growth of retail media has transformed marketing strategies, pushing brands like Georgia-Pacific to explore targeted and omnichannel approaches to better reach consumers.
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