Brian Monahan, SVP at Albertsons Media Collective, makes a candid admission: retailers are not good at making content. If you want proof, he says—just look at a grocery circular. But content and creative are what make the retail media ecosystem run, and Brian argues that the future depends on doing it better. That means:
- Partnering with advertisers and agencies to innovate content formats
- Leveraging creators to bring authenticity and storytelling into retail media
- Finding ways for the creator economy and retail media revolution—two “runaway freight trains”—to finally intersect
