Welcome, readers, to an insightful journey into the dynamic world of Retail Media Networks. Today, I am speaking with Kimberly Mayo, Executive Director of Retail Media at. Kimberly has spent her career building and leading teams at the forefront of digital advertising at agencies, brands, and media companies, and has recently joined Trade School, an Atlanta-based agency, to lead their Retail Media business unit.
Advertisers are receiving a new form of omnichannel media placements with an opportunity to buy ad space on retailers’ properties . They are able to access new 1p audiences and measurement capabilities closer to the point of sale. Consumers are influenced by many forms of advertising through their shopping journey. Retailers are beginning to stand up measurement capabilities to provide closed loop measurement throughout the sales cycle.
Retailers are on a perpetual learning curve, adapting and innovating. Advertisers are beginning to evaluate and buy across Retail Media networks, with product offering expectations in comparison to what tech giants offer. Trade School is focused on the sell side; we have a passion to help retailers strategically build their media networks. Our team is built to function as an extension to our clients Retail Media team, such as The Home Depot, to play a role in building a media network that’s beneficial to their company and their advertising partners. This includes supporting their product roadmap, developing product strategies, standardizing measurement, sales enablement, monetizing assets and so much more.