Emilio De Cesare

Introduction Every successful retail media campaign begins with a single, well‑crafted document: the brief. In marketplace advertising—whether you’re running sponsored products on Amazon or display ads through Carrefour Link—the brief sets the direction for strategy, creative execution and measurement. It ensures every stakeholder—from brand marketers to merchant teams—understands which SKUs to promote, which audiences to […]

Introduction Before talking CPC bids, Sponsored Products, or incremental ROAS, decide where you want to go. A concise, crystal‑clear brief is the ignition switch of any retail media strategy. Whether you advertise on Amazon, Carrefour, or Zalando, formats change—but the principle is immutable: without clear coordinates you risk burning budget on ads that move neither