Retail media buying isn’t just about competing on price online now like everyone thought it was going to be. It’s about making sure your brand and products are there when your customers are looking for them. Often times remarketing is a huge component where data, especially first-party data, is king. If a customer leaves something in their shopping cart, an email can go out reminding the customer to purchase, or they can be retargeted with ads dynamically inserting those abandoned cart items right into the display ads.
Retail media buying though is also about building brand awareness, and driving consumers further down your conversion funnel. Sometimes that process starts and ends with search engine advertising, while other times programmatic TV and building out an attribution model is the key.