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The headlines in 2023 for retail media have so far been dominated by all the new bells and whistles of this relatively young advertising offering. These new baubles include (but are definitely not limited to) promises of measurement and incrementality, onsite and offsite display audience expansion options, and a sprinkling of CTV partnerships that promise to reach new shoppers and spur double-digit growth.
But, as someone who has her head under the hood of retail media and has been tinkering with it since its inception, if we’re all being honest here those hopes are still in development.