Fears about brand safety, dwindling data access and the retail media boom – how market forces are ushering in a new era of retail advertising, where AI-driven context is king. Contextual AI can help marketers shop smarter for their audiences Retail therapy? It’s an elusive concept for marketers trying to find satisfaction in the retail sector, where rapidly evolving technology and consumer behaviors continually reshape an intensely competitive marketplace. Consumers demand privacy but crave data-fuelled personalized experiences.
They’re increasingly buying into Diversity, Equity and Inclusion (DEI) targeting. And they’re hitting marketers who lose their trust where it hurts – with their wallets. What’s the answer? Cashing in on a new retail advertising era where AI-driven contextual targeting, not just behavior, is king.
The surge in situation-based marketing Retail media is a relatively recent channel for advertisers but it’s increasingly grabbing a share of marketers’ hard-won budgets. In the past year alone, the likes of Asos, Morrison’s and Curry’s have given advertisers access to their audiences via their ecommerce platforms. And forecasters predict that retail media will account for 16% of total digital ad revenue and be worth £6.
5bn by 2027 in the UK. This boom is not only fueling marketing success though: it’s fueling a demand for context among marketers – a demand for knowing more about what high intent consumers are searching for and their i.