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Retail advertising's growing pains


Retail advertising s slog
It seems like every day there s another retailer that s trying to turn its site into an advertising platform.
Ulta Beauty, CVS and Walgreens, to name a few, have accelerated their ad businesses to capitalize on online shopping growth in the pandemic and offset shrinking retail margins.
This is welcome news to advertisers, which are eager for advertising alternatives to Amazon.
But as ad execs told Lauren Johnson, these retailers have their work cut out for them.
As they see it, retailers face stiff competition for big brands advertising, don t share enough shopper data, and are inefficient to buy. ....

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