#30DaysofRetailMedia | Day 28: Retail Media PEST Analysis
What’s shaping retail media strategy?
These external forces affect retail media stakeholders (retailers, brands, agencies, tech providers and consumers) and influence competitiveness.
Market opportunities and threats include:
🍪 Cookie deprecation: Tech giants (Google, Apple) are phasing out third-party identifiers. Now retailers’ first-party shopper data looks increasingly tantalizing to marketers.
📈 High margins: Inflation forced retailers to rethink their economic model to protect margins, including selling ads to B2B buyers
🌟 Differentiation: Buying ads along the omnichannel customer journey can help brands stand out from rivals, including more private labels.
What factors would you add to this PEST analysis?