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

Retailers’ first-party shopper data is the most attractive differentiator because it offers a direct, accurate, and comprehensive view of consumer behavior within the retail environment. This data includes purchase history, browsing patterns, and product interactions, enabling highly targeted and personalized advertising campaigns that drive measurable sales. Unlike third-party cookies, which are being phased out due to privacy concerns and offer a less direct view, retailer first-party data is privacy-compliant and directly actionable. Brands' first-party data is valuable but often lacks the direct purchase intent and in-store/online retail context that retailer data provides. Fragmented attribution is a challenge, not an attractive feature, as it complicates understanding campaign effectiveness.