Kevel’s Unlocking Retail Media Podcast
Matthew Fantazier, VP of Data Partnerships at The Trade Desk, joined host James Avery to break down a new three-way partnership between Kevel, Dollar General and The Trade Desk connecting on-site and off-site retail media into a single coordinated campaign.
Fantazier argued that incrementality and share of category, not ROAS, are becoming the truest measures of brand success, pointed to connected TV as one of the most influential moments in the consumer journey, and predicted that “retail media” as a term could disappear within five years as it merges into one unified media and commerce conversation.