Can revenue-hungry retailers rise to meet digital advertising's opportunity?

Digital advertising crossed a considerable threshold last year, surpassing traditional media spending in the U.S. for the first time, according to eMarketer estimates. A question for retailers now is whether they can capitalize on that opportunity by building their own media networks that compete with digital heavyweights like Google, Facebook and especially Amazon. Retailers have been on the path to forging larger advertising businesses for some time now, said Joel Percy, global head of business consulting at analytic platform ciValue, on a panel at the National Retail Federation's Big Show. But the amount of activity in the space in the past few months has been noteworthy, as brands spanning sub-categories from grocery to big box stores expand their product offerings and establish internal teams to deepen their advertising expertise and infrastructure.

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