Amid a growing number of millennial homeowners, Lowe’s has launched a new campaign designed to prepare customers for the spring season, inspire curiosity, and orient itself as a brand that’s concerned about sustainability.
As the industry shifts away from third-party data-based models and puts a premium on first-party approaches, owned media marketplaces offer retailers the opportunity to supercharge revenue in a customer-centric, privacy-safe way. But scaling a retail media business comes with inherent challenges, writes Doug Huntington, chief executive officer at adtech firm FatTail.