Beyond the basket commerce media is rewriting the rules of marketing
News Source : The Drum
News Summary
- Panel hosted by The Drum at the IAB Connected Commerce Summit.
- Travel, finance, software, even airlines are building addressable audiences.
- Experian GM Kimberly Gilberti argued that the fundamentals of commerce media aren’t so different from what marketers have always needed – just better executed.
- Intuit’s Dave Raggio argued that small businesses – those with one to 100 employees – are an overlooked audience hiding in plain sight.
- All agreed that AI will accelerate the trend, not replace the fundamentals.
On a panel hosted by The Drum at the IAB Connected Commerce Summit, one thing was clear Retail media is yesterdays label, while commerce media is bigger, broader and fast becoming the operating syst [+6243 chars]
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