Acadia was featured in an April 11th DIGIDAY article about how tariffs complicate retail media prompting a push for flexible deals.
Julie Spear, Partner and Head of Retail Marketplace Services at Acadia, and Patrick Petriello, Director of Retail Marketplace Strategy at Acadia shared their perspectives about the topic.
“There’s going to be desire for many businesses to go further down the funnel and focus on ROAS but that can be manipulated relatively easily, whether it's cutting ad spend or remarketing to people who’ve already looked at their stuff,” said Patrick Petriello, Director of Retail Marketplace Strategy at Acadia. “Really, all they’ve actually done is shrunk the brand because they haven’t actually reached a single new shopper.”
“Ultimately, brands are prioritizing marketplaces that are delivering growth. If they see traction with emerging platforms, they’ll invest more,” said Julie Spear, Partner and Head of Retail Marketplace Services at Acadia. “But if growth stalls, they’re quick to reallocate budgets to proven players like Amazon and Walmart. It’s a performance-driven approach, with growing attention on where retail media can extend beyond the platform.”
You can read the entire article on DIGIDAY by following the link below.
