RichRelevance Chief Evangelist Jake Bailey, With the advent of shopping related media in the ad market today, it’s no surprise that many people have a hard time defining the right expectations for performance from their retail publishing partners.
Not long ago, it was unheard of for a brand or agency to be purchasing digital media on a retailer’s website. However, with the amount of cross-channel shopping that consumers are doing, and with the amount of influence that websites have on in-store purchases, it’s no longer something brand advertisers can ignore.
In fact, for many of the world’s largest CPG advertisers, it’s imperative to include retail websites in a standard up-front buy and/or digital media campaign.