Make advertising more effective by using transactional data to gain greater audience insights, improve targeting targetingdeliver relevant experiences and convert impressions into sales, both face-to-face and online. This is how the consulting firm McKinsey defines commerce-mediaa concept that major U.S. retailers, such as Target, Walmart, Walgreens and Dollar Tree, have been applying, launching or contracting different ad platforms to integrate them into their personalized digital experience strategy.

The key link is formed by the so-called retail media networksWhat is it? It's when retailers set up an advertising platform on their website, app or other digital platforms within their network. This allows the store and other brands to advertise to customers on sites like CVS or Walgreens. It's a form of in-store advertising in a digital format.

According to McKinsey, this concept can enable a three- to five-fold increase in return on advertising spend for brands that get it right. Retailers expect to spend between US$30 billion and US$50 billion on retail media by 2024. You can see the outline at https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-rise-of-commerce-media?cid=other-eml-alt-mip-mck&hdpid=257eee41-2f4e-4e2a-b9ef-f6e6981b9a39&hctky=2249294&hlkid=448e03bafabb4960a81ae4e64708ad66