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Commerce Media Grows More Dominant by the Year

BY Michael Bürgi, Digiday
May 2023

Transact’s own Frank Kochenash speaks with Digiday about commerce media growth and some of the change implications for media agencies. “It’s somewhat under-appreciated how what’s happening here is making a pretty fundamental change to the economics of retail. This also goes hand in hand with a pretty fundamental change to the relationship between the #retailer and the #brand where it was strictly supplier-customer and now, it kind of goes both ways. We’ll see how that plays out.”