This story was first published by Digiday siblings ModernRetail and Glossy
The entire retail media industry, from networks to agencies and tech platforms, is showing up in full force to promote brands during the World Cup and prove the effectiveness of the sector.
The tournament is a big opportunity for retail media networks to prove their effectiveness after the sector has grown tremendously, advertising offerings have evolved and retail media networks want to prove they are more than just a lower-funnel solution. The World Cup, being much longer than other sporting events with more opportunities for campaigns, will likely serve as a case study for future retail media activations. They also want to prove their nimbleness and ability to respond quickly to trends and major events through in-store events and campaigns that directly respond to big moments.
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