Where Is Retail Media Heading?

In Adweek , BCG’s Lauren Wiener explains how commerce media is evolving to deliver measurable business outcomes. She emphasizes advertisers’ growing demand for better attribution tools, simplified ad-buying processes, and more detailed, timely measurement capabilities. “You’re going to see a lot about cross-industry data collaboration through clean rooms,” Wiener notes, highlighting how agencies and tech companies are partnering to meet the market’s call for speed, precision, and impact.