The future of retail media depends on a shift away from siloed in-store and online metrics to a full-funnel approach that reflects how customers actually shop.
Roblox CEO David Baszucki said advertising “will not be material this year” during the company’s Q1 earnings call on Thursday.
Pet food brand Nestlé Purina is using a combination of behavior data and survey data to peek into the lower funnel and get a feel for whether a lift in awareness translates to a potential lift in sales.
To better monetize branded content, the Financial Times is investing more in brand lift measurement. FT is partnering with analytics provider Brand Metrics to implement the firm’s ad exposure algorithms into FT’s multiplatform approach to branded content, said global insight director Enzo Diliberto.
