Retail Media Takes Center Stage at Cannes Lions: GroupMs Bukowski Beet.TV [Video]

CANNES — The retail media space is heating up, with the topic taking center stage at this year’s Cannes Lions festival.

Until recently, the category was mainly the focus of commerce-specific agency teams.

But now executives from across the industry are leaning in to the opportunity, as they look to take advantage of its unique benefits.

In this video interview with Beet.TV, Samantha Bukowski, Global Head of Commerce at GroupM, explains how she sees the trend evolving.

“Retail media gives us a very accountable form of media – super signal-rich; cookie deprecation doesn’t affect it as much, if at all,” she says.

“(It has) the ability to do closed loop measurement and it’s increasingly global.

“(That) makes it really interesting for really all marketers, whether they’re retail endemic or non-endemic.”

However, while the retail media opportunity is significant, it also comes with a lot of complexity that can be challenging …