The scenario is one we’ve all silently quelled objections to: a customer is literally reaching for a product they’ve bought a hundred times, and just before they grab it, Retail Media claims credit for the "influence."
When the customer pulls out a handwritten list to prove they were going to buy it anyway? Retail media swallows the evidence. “What list?”
It’s a ridiculous scene, but it perfectly captures the friction between brand organic sales and paid media credit. We spend a lot of time and money trying to "prove" we changed a customer's mind, but sometimes the data we use to prove it feels just as arbitrary as an employee eating your grocery list to win an argument.
If you’ve ever felt like you were paying for a sale that was going to happen anyway, this one is for you.
Watch the video on YouTube
