McKinsey indicates that commerce media has the potential to generate more than $1.3 trillion of enterprise value in the U.S. alone. Many believe that commerce media is poised to completely transform the advertising world because it helps close the loop between media impressions and commerce transactions and give brands and retailers more insight into consumer behaviors and expectations.
During this episode of Retail Remix, Emily Del Greco, Partner at McKinsey, offers her expansive expertise in marketing and advertising tech to answer some key questions about this evolving landscape. Key questions addressed include:
- Who has the most to gain from commerce media — brands, retailers or media publishers?
- What are the long-tail benefits of commerce media and how can we quantify them?
- How should teams be structured to optimize commerce media success?
- What KPIs should be used to drive organizational alignment and understanding?