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.