Contributor: retail media builds brands, don’t blame it for marketers’ bad habits
Adweek’s Andrew Lipsman reports that an Adweek contributor rebuts Mark Ritson’s claim that retail media can’t build brands, citing causal modeling that shows retail media networks rank among the highest-ROI channels for advertisers.
Why it matters. Advertisers relying on MMMs that exclude retail media risk underfunding a channel that causal modeling shows delivers outsized ROI.
Signal from adweek.com · Andrew Lipsman · read the original.
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