E15. Powering agency success in the third wave of digital media
Join Jenni Baker as she chats to her guests about how to power agency success in the third wave of digital media. First, it was search, then social, and now the third wave of digital media is upon us. Retail media is set to account for over 25% of total digital media spending by 2026 (BCG) and with this media buying approach comes a new tech architecture requiring cross-channel, cross-retailer agility and access to first-party data. In this must attend session for agencies, we explore how to unlock the power of commerce data across the open web by embracing new audiences, tech, and media owners.