How Campbell's navigates the burgeoning retail media landscape, even as it creates more walled gardens

Retail media’s growth spurt has made for more closed ecosystems, given there aren’t yet set standards across measurement and ad formats. Those closed networks have become one of the biggest challenges facing brands. May 07, 2024 [PRESENTED BY]( [How Campbell's navigates the burgeoning retail media landscape, even as it creates more walled gardens]( Retail media’s growth spurt has made for more closed ecosystems, given there aren't yet set standards across measurement and ad formats. Those closed networks have become one of the [biggest challenges facing brands](, including soup brand Campbell's. Additional coverage: - There is a sense from agency sources that marketers are paying more attention to their paid search efforts this year. 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[Discover this year's categories]( and enter by Friday, June 21 to save on entries. - [Brands are going beyond generative AI tools like ChatGPT]( and using AI applications for marketing tasks like product recommendations, website personalizations, testing and optimization. Sponsored by Klaviyo. - According to new research from Activision Blizzard Media, differences in playing behavior impact the likelihood of identifying as a gamer and [how players receive and respond to in-game advertising](. Sponsored by Activision Blizzard Media. Top Stories Ivy Liu [Retail Revolution]( [How Campbell's navigates the burgeoning retail media landscape, even as it creates more walled gardens]( Retail media’s growth spurt has made for more closed ecosystems, given there aren’t yet set standards across measurement and ad formats. Those closed networks have become one of the biggest challenges facing brands. howdy! 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