2025年零售媒体程序化购买报告（英）_37页_6mb

Programmatic retail media is an evolving sector merging efficiency from programmatic buying with retail media channels, offering significant opportunities for growth. Retailers face challenges such as buying complexity and fragmentation but can unlock incremental demand through demand-side platforms (DSPs) and supply-side platforms (SSPs). Key findings from the report indicate strong interest from brands and agencies, with most planning to increase retail media spend. However, operational inefficiencies and data privacy concerns remain barriers. Implementing a retail media SSP allows for better control, targeted advertising, and integration with national brand budgets, enhancing the channel's potential. The future lies in balancing scale with differentiation by leveraging first-party data and precision targeting, ensuring programmatic adoption aligns with consumer-friendly and privacy-compliant practices.