Kiri Masters, Head of Retail Marketplace Strategy at Acadia, was featured in a recent article from AdAge.
The surge in retail media networks, illustrated by Ulta Beauty's recent entry, has left brands uncertain about how to strategically allocate their advertising dollars, according to a survey by Acadia. Despite the rapid growth of retail media networks, only 21% of surveyed brands are content with their current allocation, with 26% lacking a consistent methodology for media spend distribution. Kiri Masters, Head of Retail Marketplace Strategy at Acadia, highlights challenges in budget allocation strategies, such as sales-based or return-on-ad-sales models, emphasizing the need for brands to navigate these complexities effectively.
"Retail media networks are a compelling place to run ads, because of the valuable insights that retailers have about shopper behavior. But brands don’t have endless budgets, and in fact often have ways of allocating their budgets that are less than ideal." - Kiri Masters, Head of Retail Marketplace Strategy at Acadia.
Read the full article: "Retail Media Networks Are Growing—but Brands Are Confused on How to Spend Ad Dollars" in AdAge, published on May 24, 2022.