Pay No Attention to That First Party Data: IAS Study on Retail Media

Let’s switch to retail media networks.  This Integral Ad Science report does a slick job of leading the reader toward their desired conclusion, which is that contextual ads are the best use for retail media dollars.  That’s not how I’d naturally read the report, which finds that buyers pay the most attention to ads for products that are on sale (51%).  It also makes no mention of leveraging first party data, except to note that advertisers list it as the most important retail media opportunity.