Organic First, ROAS Last: Havas Is Rethinking Retail Media From the Ground Up

With more than 350 retail media networks now vying for advertiser dollars, the channel has become so saturated that brands risk cannibalizing their own organic visibility by over-investing in paid placements. That’s the cautionary message from one media agency executive, who argues the industry’s obsession with return on ad spend is leading brands down a [...]