What to expect when buying media on retail websites
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.