Brands, agencies, retailers, and publishers worldwide are embracing retail media and the larger world of commerce media to drive meaningful outcomes. Criteo, the commerce media company, has conducted a global study of more than 1000 brands, agencies, retailers and publishers in a report titled ‘The Great Defrag: how commerce media will unite advertising in 2024’, bringing together perspectives from all players and all regions into one cohesive story of how to advance retail media to the next level.
The study revealed that 83% of publishers globally are open to tap into retail media adspend by embedding products on their web pages, opening up more inventory opportunities for offsite campaigns. The data also illustrates how retail media has evolved beyond purely sponsored product ads. Overall, 85% of brands and agencies agreed the ability of retail media to drive upper-funnel brand awareness is growing stronger.
Said Brian Gleason, Chief Revenue Officer, Criteo: “Advertisers, publishers and retailers want to make full use of this new media and our mission is to make it as simple as possible. The easier it is for all parties to successfully buy and sell retail media, the faster we reach the potential of this $100 billion market opportunity.”