Retail Media Will Unlock Consumer Insights for Brands Beet.TV [Video]

Retail media networks offer brands an opportunity to unlock consumer insights that were once the preserve of retailers and credit card companies.

That’s according to Dave DeRobbio, Director of API & Off Platform Data Partnerships at Instacart Ads.

The growth of e-commerce and retail media networks means brands can now access information about who bought their products. At the same time, the shift from linear TV to connected television and streaming services means advertisers can know which households were exposed to their messaging.

“Being able to tie those two together I think represents really some of the greatest opportunity that we have over the next few years,”DeRobbio says in this video interview with Beet.TV editorial director Lisa Granatstein.

While the ability to connect ad exposures with conversions offers opportunities, there are also challenges in making those connections due to the lack of standardization among intermediary third-party vendors, according to DeRobbio.

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