The rise of responsible retail media in a cookieless world
As Google commences the long-awaited purge of the third-party cookie, a new world of opportunity has opened up for retail media. But with opportunity comes responsibility, writes Zitcha’s chief platform officer, Hugh Cameron.
For retail media, the beginning of the end for cookies represents a boom for retailers and brands, as marketers turn to other trusted first-party data sources to connect with consumers.
However, retailers must seize this opportunity to redefine their strategies, align with evolving consumer expectations, and embrace transparency as the cornerstone of responsible data usage if they are to fully capitalise on the immense potential retail media offers.
