Dentsus Monahan on the Evolution of Brand-Retailer Deals Beet.TV [Video]

The worlds of retail media and commerce media are evolving fast, but a shakeout is coming as companies decide which part of the landscape they want to own.

That is according to Brian Monahan, Global Client President and Head of Retail Media Solutions at agency holding group Dentsu.

“It’ll be interesting to see the shakeout of how commerce media fits in the overall media mix,” Monahan said in this video interview with Beet.TV. “Retail media, where the publisher, if you will, is seeing the actual conversion event – it’s pretty clear it has a home with driving sales and bottom of the funnel.”

In Monahan’s conception, there is a key difference between “retail media” and “commerce media”:

• Retail media is sold by a company which also sees the actual conversion event.
• Commerce media is sold based on a signal about users’ past shopping behavior.

For CPG brands, the emergence of …