The first two days of Digiday’s biannual Media Buying Summit, in Naples, Fla., touched on a host of issues and opportunities media agencies face this year.
The biggest media development of the last few years, retail media, has been a major focus for many agencies and brands. Amie Owen, U.S. head of commerce for UM Worldwide, discussed the “cyclical” nature of the retail revolution. While retail media has been around for many years — Owen noted that Sam’s Club was the first retail media network in the U.S. in 2001 — more commerce opportunities and retail media network trends are driving the explosive growth of the last three years.
Read more in Digiday.