Retail media measurement should span the entire funnel
Key takeaways
- Retail media measurement should not be limited to lower-funnel activity.
- Closed-loop measurement can support upper- and lower-funnel campaigns.
- Agency leaders want retail media to be considered as part of a broader marketing mix.
Context
The discussion at DMBS focused on extending the strategic role of retail media beyond its traditional lower-funnel emphasis. For specialists working with Amazon advertising and retail media, the key issue is how closed-loop measurement can inform campaign decisions across the funnel.
Independent summary. View original source.