This podcast discusses the classification of retail media within the broader digital advertising landscape. The host presents a LinkedIn poll showing a discrepancy between industry analysts (IAB and WARC) who categorize retail media separately and industry professionals who view traditional digital channels as subsets of retail media. The podcast explores various perspectives on defining retail media, highlighting examples from industry professionals like Wes Ryan and Kara Babb, and concludes by emphasizing the need for flexible budgeting and measurement approaches focused on business outcomes rather than rigid channel definitions. A key takeaway is the evolving nature of retail media, requiring adaptable measurement frameworks as it expands beyond sponsored product listings into brand-building channels. The host advocates for a holistic view of retail media impact across all channels.
