Retail Media is a Moving Target

The discussion centers on the rapid evolution of retail media, the complexities of team management amidst constant change, and the balance between data-driven strategies and consumer psychology. Laura Pattison, the VP of Retail Media at BTR Media, shares her experience in digital advertising. A key point highlights the challenge of structuring teams to manage expertise across expanding retail media channels, cautioning against becoming a "jack of all trades, master of none." The conversation emphasizes the need for continuous testing and learning, as "best practices" quickly become outdated. Both Pattison and Destaney agree that Amazon advertising is the most complex of the retail media platforms. They also explore the importance of setting aside a testing budget to explore new opportunities and gain a competitive advantage.