“Agency execs call for retail media to be holistically considered beyond the lower funnel”

Key points

• Agency execs urge holistic retail media by expanding beyond the lower funnel.
• Aisha Khan cites over 80% of sales occur in-store, yet less than 5% of retail media is spent there.
• In-store digitization is seen as a major growth opportunity for retail media.
• Websites remain central to commerce strategy, with cohesive messaging across channels emphasized.
• AI-powered MMM and data-driven closed-loop measurement expected to lower costs and boost efficiency.