The retail media landscape is rapidly evolving, with over 250 ad networks competing for attention and ad dollars. Kristi Argyilan, known for her extensive experience in retail media, emphasizes the need for accountability in advertising that spans from branding to sales. She highlights the unique value of retail and commerce media due to their access to first-party data. Argyilan notes that while retail media has yet to fully integrate creative content, it is expected to do so, leading to more relevant advertising solutions.
I'm just a girl trying to get something done. The reason I got into it is because I've seen the media business from every angle.
Retail media, commerce media - because of the first-party data that we represent - we're unlike anything that has come before.
Retail media just hasn't gotten to content yet. They will. First off, things will become more relevant.
You can see where the gaps are in the marketplace in terms of really making advertising accountable across the full spectrum from brand all the way to [a sale].
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