Ferrero's Danielle Sporkin breaks down the reality behind retail media's full-funnel promise

"Retail media networks have been striking deals and inking partnerships with social and streaming platforms to open up ad inventory across the internet. It's a push to get advertisers to see RMNs as full funnel marketing channels as opposed to a search and display one trick pony. Now, if advertisers see it as such, that's still up for debate. "The challenge we continue to have is the overlap and national scale," said Danielle Sporkin, svp of media and marketing services for North America at Ferrero."

"I don't think there is one standard, but for us, the way we started to think about it is retail media being any of the offerings that are coming from our retail partners. So that could be data, that could be on-site, that could be off-site, everything that encompasses some sort of retailer partnership. And then we think about e-commerce as anything that's helping to drive a digital sale."

Retail media networks are expanding ad inventory by partnering with social and streaming platforms to position RMNs as full-funnel marketing channels beyond search and display. Advertisers express concern about audience overlap and national scale when adding multiple retailers to media mixes. Ferrero is evolving its retail media approach to include on-site and off-site offerings, data partnerships, measurement frameworks, testing and learning, and cross-functional ownership of strategy and budget. Industry moves include potential bids among major studios, an Amazon–Netflix DSP deal that could affect The Trade Desk, and an FTC big-tech probe with possible implications for the ad ecosystem.

Read at Digiday