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Intermediate-level Media Buyers and Planners looking to understand the rapidly expanding retail media landscape and effectively plan and optimize budgets.
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Brand Marketers looking to capitalize on the power of retail media and retail media networks to reach high-intent shoppers.
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Agency Representatives aiming to bridge the gap between brands and retailers, manage the briefing process, and develop effective omnichannel strategies.
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Media Sellers, Publishers, and Retailers looking to build or scale their retail media networks, monetize first-party shopper data, and better communicate the value of their inventory and closed-loop reporting to buy-side partners.
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Advertising Operations and Ad Tech Professionals looking to better understand the retail media technology ecosystem, manage campaign execution, and navigate complex attribution and incrementality reporting.
The course covers four main areas:
- Overview of Retail Media: Definitions, evolution and growth, first-party data, closed-loop measurement, and types of placements (on-site, off-site, instore, CTV, DOOH).
- Retail Media Strategy and Planning: Collaboration, stakeholder mapping, the ecosystem, Joint Business Plans, budgeting, and the briefing process.
- Retail Media Buying and Creative Strategy: Inventory buying, pricing models, on-site/off-site/in-store placements, creative planning, and KPI alignment.
- Measurement, Attribution, and Reporting: Close-loop reporting, attribution models, incrementality, reporting toolkits, use cases, and standardization challenges and solutions.
FAQ
1. Strategize Within the Retail Media Ecosystem
You’ll be able to define retail media’s role in the broader landscape, explain its evolution as a major phase of digital advertising, and assess how first-party shopper data and closed-loop measurement create competitive advantages.
2. Execute Omnichannel Tactics and Creative Strategies
You’ll be able to distinguish between onsite, offsite, and in-store tactics to determine the optimal mix for shopper behavior, while implementing effective audience and creative strategies tailored to retail media environments.
3. Manage Planning, Buying, and Negotiations
You’ll be able to apply structured briefing and negotiation strategies to align brand objectives with retailer capabilities, while comparing self-service and managed solutions across programmatic and direct buying paths.
4. Analyze Performance and Optimization Frameworks
You’ll be able to evaluate pricing models against performance needs and interpret the impact of closed-loop attribution and incrementality to improve overall media effectiveness.
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