In retail, shelf space is merging with screen space (ADWEEK)

By Elizabeth Marsten, vice president, innovation and growth, commerce media at Tinuiti. It used to be easy to categorize retail budgets into neat buckets: Shopper marketing lived in the store with end caps, shelf talkers, tear-pad coupons, and demos, while retail media lived online with sponsored products, display, and paid social ads. […]