As data deprecation and signal loss continue to plague advertisers, retail media has firmly established itself as a critical strategy for the post-cookie era. However, it isn’t without data challenges of its own. The data-sharing capabilities of most retailers is rudimentary. And gaps in data connectivity — both within and between retailers, and more broadly across other commerce marketing channels — is leading to measurement constraints that limit performance possibilities.
To retain retail media momentum, identifying and bridging the right datasets together to inform holistic KPIs, develop omnichannel strategies, measure incremental impact and optimize performance to meet customer expectations will be key.
Through a series of short case studies, Skai and a brand partner will share best-practice examples of how they are utilizing connected datasets and clean rooms for a serious commerce edge.