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Five trends that will reshape media in 2022
From developments in the metaverse, to the rise of retail media and the search for effective measurement, Marketing Week picks the trends that will take shape this year.
1. Retail media will emerge as a prominent channel for advertisers
When it comes to first-party customer data, there are few businesses as wealthy as major retailers. Last year saw the likes of Tesco and Boots capitalise on this with the launch of their own media platforms. With the demise of third-party tracking cookies looming and brands looking for better ways to target and measure their ads, this year will see retail media bloom into a major channel for advertisers.
