In this short video I share perspectives on the hidden disruptor of this year's Upfront TV market: retail media. As observed by eMarketer's Andrew Lipsman, retail media is digital advertising's third big wave. For the foreseeable future, retail media will grow at a faster rate than all other media, including search and social media. While the growth of search and social has pulled budgets from traditional below-the-line sales promotion, retail media is sucking billions from television budgets.
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