The quickly growing retail media channel is a hot topic at Advertising Week New York, with some expressing the desire for retailers to eventually “decouple” their first-party data and allow that information — an increasingly rich asset in the lead-up to cookie deprecation next year — to be used for a wider array of applications.
While a full peek behind the curtain may be a long shot, brand marketers are clearly calling for greater flexibility in retail data usage and these demands appear to be resonating. During a session yesterday, Kroger Precision Marketing (KPM) at 84.51°, the retail media arm of grocery giant Kroger, announced it will soon roll out a solution with The Trade Desk addressing decoupling.
