Retail Media Can Scale With Premium Publishers: Comcast Advertisings Babcock Beet.TV [Video]

The retail media landscape is evolving rapidly, with retailers organizing their data and the rise of programmatic and automation in linear TV.

This convergence is creating exciting opportunities for brands to leverage the power of video advertising, says Karen Babcock, VP of Advertising Strategy & Partnerships at Comcast Advertising, in this video interview with Beet.TV.

Babcock believes that the industry is now at a point where it can open up significant scale for retailers to take out to brands they have developed strong relationships with. By understanding the rich data retailers have access to, video can serve brands in ways never seen before.

FreeWheel, through its Beeswax product, can enable retail media networks to be a white-labeled, full-service solution for buyers who want to book their media through FreeWheel’s technology. This provides access to premium publishers.

As retail media networks evolve and mature, they can also aggregate their own supply …