We recently released a new set of reports focused on advertisers in specific product categories: pharmaceutical advertisers, apparel advertisers, grocery & CPG advertisers, and beauty & personal care advertisers. We wanted to gain a deeper understanding of how these advertisers work, and especially which retail media platforms matter most for them. To do so, Nicole Perrin, Eric Haggstrom and Stuart Schneiderman tackle 3 big questions:

  1. What stands out for first-tier and second-tier advertising channels in terms of commonalities and differences?
  2. What is possible for retail media platform growth considering high advertising costs and retail partner ad spend expectations were among the top challenges these advertisers face?
  3. While advertiser costs are high, what do see we when it comes to retail media platform ROI/ROAS, and how does this compare to other leading channels?