Mudit Jaju, global ecommerce lead at Wavemaker talks to The Media Leader reporter Ella Sagar about how the retail media ecosystem has changed since the pandemic, who does retail media really well and what new partnerships between ITV and Channel 4 and retail media partners mean for the industry.
Retail media formats, inflation and volatility have all “exploded” in the last few years, to the point that it is difficult for the industry to even agree on a common definition of what constitutes retail media at the moment, Jaju said.
He explained: “It’s this massive explosion in every way, and I like to say it’s like we are one second after the Big Bang which is why it is just growing and growing, and changing its shape very quickly.”
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