Media Buying Briefing: Retail media has become a full-funnel play for media agencies

The sooner the marketing ecosystem accepts that any marketer who generates data from sales is most likely going to monetize that data by launching a retail media offering, the sooner the media agency world can wrap its arms around how to use it properly.

For the most part, the holding companies have stepped up their resource-building around retail media and the broader catch-all of commerce media — although there’s a lack of standardization around the terminology used in the space. So have many larger independents, and there are even smaller agencies devoted to the practice of commerce media.

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