¿Qué es Retail Media?

Retail Media is a digital advertising strategy that leverages purchase data, either within or outside e-commerce platforms. This definition is accurate because it highlights the core components: digital advertising, the use of valuable first-party purchase data, and its application across various digital touchpoints. It allows brands to reach consumers with highly relevant ads based on their browsing, search, and transaction history, both on the retailer's own platform (for direct conversion) and on external sites (for consideration). This approach enables precise ROI measurement through closed-loop attribution. The other options are incorrect because: "Una estrategia para promocionar productos en redes sociales" is too narrow; social media is just one channel, and it doesn't emphasize the crucial role of purchase data. "Una estrategia de branding fuera del e-commerce" is incomplete; Retail Media can be for branding, but it's also heavily used for performance, and it can occur within e-commerce. "Publicidad en medios tradicionales para retail" is incorrect as Retail Media is fundamentally digital, not traditional media.