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1、1THE STATE OF RETAIL MEDIA2024THE COMPLETE RESULTS2TABLE OF CONTENTS3Introduction4Key Takeaways5Trends6Commerce Media is Here7Respondent Profile8Organization Profile:Brands9Organization Profile:Agencies10Retail Media Outlook&Spending11-15Channel importance16Retail Media Maturity17-182024 Program Per

2、formance19-21Program Components22-252025 Budget Prioritization26-27Retail Media Budget Allocation28-29Investment Accelerators30-32Investment Decelerators33-35Keeping the Pace36Channel Management&Opportunities37Cross-channel Coordination38-39Channels of Retail Media40Paid Social and Paid Search Alloc

3、ation41-44Offsite Media Challenges45-48CTV Opportunities49Retail Media Strategy Opportunities50Full-funnel Retail Media Value51-52Platform Consolidation53Emerging Non-retailer Networks54Retail Media Measurement55-61Incrementality62Technology Solutions&Impact63AI Maturity64-67Data Clean Rooms68Retail

4、er Appendix78About Skai3Retail medias growing role in the marketing mixKey factors driving budget allocation in retail mediaThe rising importance of incrementality measurementAccelerators and roadblocks in adopting advanced tacticsSocial commerce as a growing pillar in retail media strategiesTechnol

5、ogy maturity and adoption trends in retail mediaExpanding channel capabilities to enhance efficiencyINTRODUCTIONIf theres one thing thats clear,its that retail media is no longer just an emerging channelits a cornerstone of consume rgoods marketing strategies.Over the past year,the conversation arou

6、nd retail media has evolved,shifting from rapid growth and experimentation to scrutiny and optimization.Marketers now face increased expectations to deliver measurable results,prove incremental value,and align strategies across various tactics and technologies.The good news?Retail media continues to