Retail media has grown under a confluence of factors which make measurement very difficult. This is mainly because both the ad nd sale take place within walled gardens. But if poor performing campaigns can be identified quickly, and dollars reallocated, brands can generate significant incremental sales with the same working budget.
As the Senior Vice President of Growth at Tradeswell, Skye advises brands on how to use data and analytics to make better informed decisions on their marketing resources. Prior to Tradeswell, he held roles at BERA, Neustar, and comScore focused on measurement and attribution.