As retailers sell more ads, marketers’ frustrations and fears grow
Winterberry Group Managing Partner, Michael Harrison, was cited in an article from Marketing Dive on retail media spend.
“There’s also the issue of internal silos on the retailer’s end. Retail media teams are relatively new and making smart hires, but a lot of shots are still called by the stodgier merchant side of the house. That can create complexities where the retail media division is working closely with certain brand partners that want to boost their profile, while other pockets of the organization are focused on conflicting areas.
“There is a disconnect between the retail media side and the merchant side,” said Michael Harrison, a managing partner at the management consultancy Winterberry Group. “Ultimately, the [key performance indicators] and objectives of the organization have to be aligned. And right now that alignment is not occurring.”