Is Retail Media Part of Search, or Is Search Part of Retail Media?

This episode delves into the evolving landscape of retail media and its relationship with traditional digital advertising channels like CTV, video, and search. Kiri explores discrepancies in how industry analysts, such as the IAB, WARC categorize retail media versus public perception, highlighted by a LinkedIn poll indicating that 73% view traditional digital channels as subsets within retail media. Key industry insights from experts like Wes Ryan, Allan Peretz, and Kara Babb outline differing perspectives on defining and measuring retail media. The discussion emphasizes the importance of adaptable budgeting and measurement strategies, advocating for an integrated approach to optimize business outcomes across all advertising channels.Link to Kiri's LinkedIn post/ poll on this topic: https://www.linkedin.com/posts/kiri-masters_is-it-ctv-or-is-it-retail-media-just-reviewed-activity-7287648088914051072-NA6X/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAC6HdsBwnv8-HcQlF8yx8Lks25y2IfGCbICHAPTERS:(00:00) About Today's Topic(01:54) About the Show(02:16) Historical Context: Evolution of Retail Media(03:46) Expert Opinions: Defining Retail Media(06:07) Retailers' Perspective: Building Media Networks(07:41) Future Considerations: Evolving Measurement Frameworks(08:13) Conclusion: Flexible Approaches for Success(08:39) OutroSOCIAL LINKS:Website: https://www.retailmediabreakfastclub.comLinkedIn: https://www.linkedin.com/in/kiri-masters/YouTube: https://www.youtube.com/@retailmediabreakfastclubApple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKbPRODUCED BY:https://aipodcast.ing