Retail media execs: contextual, AI-driven intent beats retrospective data
Ad Age is reporting that at Advertising Week New York, executives from Lyft, Albertsons Media Collective and Pinterest described using first-party and contextual data to tailor retail media ads to a shopper’s real-time mindset rather than past purchases.
Why it matters. Retailers that shift from retrospective purchase data to real-time AI-expressed intent can offer advertisers a new measurement standard for relevance, pressuring rivals still selling on past-purchase targeting.
Signal from adage.com · read the original.
All gas. No brake. Free.
What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.
Continue free →