Retail media, when POS advertising appears
With the explosion of e-commerce in recent years, advertising in the retail sector is booming. Nowadays, the line between the physical and digital world is becoming blurred for advertisers, as consumers integrate omni-channel shopping habits. This phenomenon is pushing brands to review their trade marketing strategy: it is becoming necessary to provide digital solutions to promote their products as closely as possible to the point of sale. In order to meet this need and satisfy advertisers, major retailers have set up their own advertising network. Opportunities, platforms, strategies... retail media is undergoing a real metamorphosis!