LAS VEGAS – Social media and internet search derive much of their advertising power from what is known as last-click attribution, giving marketers an idea of which platforms helped to compel a transaction. Retailers that sell digital advertising are developing similar capabilities, and media buyers want metrics to affirm them.
“Measurement is definitely one of them where there needs to be growth, but I think it’s headed in the right direction,” Allysun Lundy, VP, Head of Retail Media Strategy at Publicis Commerce, said in this interview with consultant Joanna O’Connell at Shop Talk 2023.
Retailers have opportunities to collaborate with influencers who have developed a social media following, oftentimes by providing expertise that helps viewers to make a purchase decision.
“They’ve [social media] got the creators that bring the good content, and they bring the following that’s really trusting of those creators,” Lundy said. “What we’re really trying to figure out from a retail media perspective right now is: how do we plan across that whole infrastructure?”.