What assumptions are you making about retail media?

Colin Lewis discusses how marketers' pre-existing assumptions about retail media could be limiting their success in this domain.

Rethinking Retail Media

Retail media has become a powerful channel for brands and retailers to engage consumers, yet many marketers approach it based on outdated beliefs or incomplete understanding. These assumptions may prevent them from fully exploiting retail media's potential.

Common Misconceptions

It's just another form of advertising: Retail media offers far more than traditional advertising; it integrates shopping intent and rich consumer data to deliver highly relevant ads.
Only large brands can benefit: In reality, retail media platforms can provide personalized opportunities for brands of all sizes to reach target audiences efficiently.
Data privacy is a barrier: While data privacy regulations are important, modern retail media solutions are designed to respect consumer privacy while enabling effective targeting.
Success depends solely on budget: Strategic use of retail media, leveraging proper measurement and optimization, often matters more than sheer ad spend.

Key Insights

"Pre-existing assumptions about retail media are hindering marketers' ability to succeed."

This highlights that marketers must re-evaluate their approach, learn the nuances of retail media, and tailor strategies accordingly.

Author’s Summary

Marketers should challenge old beliefs about retail media, embracing its unique capabilities to maximize effectiveness and drive real business results.

InternetRetailing — 2025-11-26