Which key differentiator would make retail media more attractive to brand advertisers to invest?

Retailers' first-party shopper data

Measurement by third-party cookies

Brands’ first-party data

Fragmented attribution


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Which key differentiator would make retail media more attractive to brand advertisers to invest?


Explanation: The selected answer option is **Retailers' first-party shopper data** because this data provides brand advertisers with highly valuable insights into consumer behavior, allowing them to target their ads more effectively and precisely. Retailers have access to a wealth of first-party data collected directly from customers who interact with their websites, apps, and physical stores, giving advertisers a deeper understanding of purchasing intent, preferences, and demographics. This data-driven approach allows advertisers to deliver personalized and relevant ads to consumers who are already in a buying mindset, which increases the likelihood of conversion. Additionally, it ensures that advertisers are reaching an audience that has already engaged with the retailer, making it an attractive investment for brands seeking high ROI through targeted advertising. This level of data access and accuracy is a key differentiator in the retail media ecosystem, setting it apart from other advertising channels that may lack such detailed consumer insights.

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