Brillant breakdown on the organizational structure gap. The stat about only 12% integrating media and commerce while planning for 8+ networks is wild. I saw this firsthand when teams kept optimizing individual channels but lacked anyone looking at cross-platform incrementalty. Most brands treat retail media networks like separate campaigns instead of onesystem, and thats exactly why they plateau.
Brillant breakdown on the organizational structure gap. The stat about only 12% integrating media and commerce while planning for 8+ networks is wild. I saw this firsthand when teams kept optimizing individual channels but lacked anyone looking at cross-platform incrementalty. Most brands treat retail media networks like separate campaigns instead of onesystem, and thats exactly why they plateau.