Jason Colon, until recently Publicis’ EVP and managing director of retail media, has taken a new role as EVP of Commerce Media at Horizon’s retail media agency Night Market.
Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.
Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.
