Day 3: I heard "the next frontier of commerce" about nine times yesterday.
Day 3: I heard "the next frontier of commerce" about nine times yesterday. Every time, I thought the same thing: you're a year behind. Retail media isn't a frontier anymore. It's a measurement argument. The rooms actually doing this stopped saying "frontier" a while ago. They're saying incrementality. Onsite versus offsite. Is this real working media, or trade spend with a nicer dashboard? Here's the uncomfortable part: a lot of retail media, held to that standard, is buying conversions you were going to get for free. And if someone pitches you retail media as a frontier, ask them to prove the increment.
By Matt Wurst
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Posted in Cannes Lions. Cannes Lions: Where creativity met commerce met AI met the beach! Highlights, trends, and takeaways from the Croisette, discussing what actually matters for brands, leaders, and the future of marketing
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