How Mars decides where to spend its retail media dollars

This article was first published by Digiday sibling Modern Retail.

With retailers eager to get into the advertising business as a revenue driver, hundreds of retail media networks are now on the market. That presents a unique challenge to brands across a wide array of categories.

At Digiday, Modern Retail and Glossy’s Retail Media Advertising Strategies event in New York City on Sept. 10, Ron Amram, the senior director of global media for Mars, gave the audience a glimpse at the company’s playbook for selecting which retail media network partners to work with. Mars’s brands range from M&M’s to Dove chocolate and Pedigree dog food; its products are sold in more than 70 countries.

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