The Ultimate Marketplace Atlas: Open vs Closed, C2C, B2C & B2B Read More »
Navigating today’s marketplace landscape requires clarity. In 2025, there are dozens of platform types—each with its own rules, fees, and customer base. This Marketplace Atlas breaks down the essentials so you can confidently choose the right route: By the end, you’ll know exactly where your brand fits. Need a primer on why marketplaces matter? Start […]
Breaking In: My First Steps in Digital & E-commerce Read More »
Starting a career in retail media often begins with the first steps in digital ecommerce—learning how campaigns work, understanding performance metrics, and experimenting with content and ads. This article shares key skills, current trends, and personal experiences that helped shape my early path in this fast-evolving field. 1. The Digital & E-commerce Landscape: A Snapshot
Amazon 2025: Evolution and Global Vision Read More »
Amazon’s evolution and vision in 2025 reflect one of the most significant shifts in global retail and technology. From its beginnings as a bookstore, Amazon has become a dominant force in logistics, AI, and customer experience. In this article, we break down the key themes that define Amazon’s success today—and offer takeaways for retailers aiming
Incrementality Test: 2025 Retail Media Attribution Read More »
Relying on last-click models alone can obscure your campaign’s true impact. An Incrementality Test isolates the causal effect of retail media—showing which impressions actually drive new sales, and which would have occurred anyway. As eMarketer notes, “retail media buyers need to go beyond ROAS when understanding ad impact.” Meanwhile, Grocery TV’s analysis found that CPG
Share of Search & Share of Shelf: Advanced Retail KPIs Read More »
In retail media, raw ad metrics only tell half the story. To truly assess your brand’s digital visibility, two advanced KPIs stand out: Share of Search and Share of Shelf. These indicators show how often shoppers discover your brand online and where your products appear within digital shelves. As defined by Qualtrics and MetricsCart, these
Marketplace 2025: Why It’s the Perfect Time to Sell (and How to Start) Read More »
Global e-commerce is on fire—projected to exceed $6.5 trillion in 2025 (Digital Commerce 360¹). Yet many brands still struggle to get discovered. A marketplace can solve this instantly. Instead of building and marketing your own store, you tap into an existing audience of 100–200 million monthly visitors per platform. In this article, you’ll learn the
A Year Out: Gap Year for Personal Growth Read More »
It is often assumed that only on-the-job training keeps retail media professionals sharp, and that time away from work offers little in terms of skills development. However, a gap year personal growth experience—stepping away from formal work or study—can constitute a powerful investment in both personal and professional development. In an industry that never stops
Digital-In-Store Traffic & Conversion: Measure Offline Impact Read More »
Online ads capture clicks, but real revenue often happens in physical stores. To close that gap, brands must embrace Digital-In-Store measurement: tracking foot traffic and linking it to in-store conversions. As highlighted by Think with Google, combining local search marketing with in-store analytics drives measurable lift. In this post, I share four practical steps to
Why Humanities Matter in Retail Media Read More »
It’s often assumed that only economics or business degrees prepare you for digital marketing or retail media. However, a humanities retail media background can provide skills that employers value most. Moreover, these skills include empathy, collaboration, and critical thinking. 1. General Overview: Key Soft Skills for Humanities in Retail Media Skill Map: Humanities vs. Economics
Closed-Loop Reporting: Retail Media Campaign Follow-Up Read More »
A campaign doesn’t end when the ads go live—it’s just getting started. Closed-Loop Reporting completes the cycle by tying every dollar of ad spend back to actual sales, enabling marketers to measure ROI, refine attribution, and demonstrate true incremental lift. As eMarketer points out, pairing Retail Media with CTV unlocks richer closed-loop measurement for full-funnel
