IAB study: in-store is commerce media’s biggest growth bet, hardest to connect
Campaign US’s Will Russo reports that a new IAB and SMG study found 46% of commerce media professionals see in-store as the sector’s top growth frontier, yet 40% call it the hardest channel to connect, with only 14% consistently planning unified multichannel campaigns.
Why it matters. Brands say measurable ROI, not better tools, is what will unlock bigger in-store budgets, putting pressure on retail media networks to prove incremental sales impact before spend shifts.
Signal from campaignlive.com · Will Russo · read the original.
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