Whether scrolling a retailer’s mobile app, clicking through its website, or looking up at in-store digital displays, consumers have become more than simply shoppers. They are now a critical audience for retail media networks that offer relevant ads and messaging to inform their purchases.

This explains why, according to eMarketer, retail media is poised to grow by more than 20% annually through 2027.

Marketers are doubling down on retail networks because they offer a way to reach the right consumers at the right time and help them find the products they want and need. One potential challenge, however, is the lack of a standard definition of retail media that goes beyond the various touchpoints involved.

According to research from the Boston Consulting Group,for example, CMOs need to see that retailers can offer more than access to a series of touchpoints. They’re looking for data and insights that will help them achieve their most ambitious marketing outcomes. …