Experians Feo Sees Commerce Media Fuelled Further By AI Beet.TV [Video]

The retail media boom shows little sign of slowing down, as eMarketer’s latest forecast projects the category growing from 14.1%  to almost 25% of all US media ad spend by 2028.

According to eMarketer: “More budget is migrating into off-site channels such as connected TV (CTV) and web publishers’ display inventory.”

According to Chris Feo, SVP of Global Sales at Experian, retailers will begin to function as tech companies and AI will drive the movement even higher.

Companies like Marriott, Best Buy, and Target, which were originally established to sell products and services, are now evolving to become ad tech entities.

This transition requires changes in talent, DNA, technology, and data management practices, Feo thinks.

“I think over the next six, 12 and 24 months, we’re going to see a lot of these companies truly look like ad tech entities,” he says in this video interview with Beet.TV editorial director Lisa Granatstein.

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