In this sharp take from the Snarketing Podcast recorded live at the ANA Masters of Marketing, Lucy Markowitz, SVP and GM of U.S. Marketplace at Vistar Media, explains how retailers are reclaiming control of their most valuable asset — data. As retail media networks grow, brands are moving away from third-party data sharing to protect their “gold,” forcing the industry to reinvent measurement models across every channel. Lucy breaks down how out-of-home (OOH) fits into this shift, and why deterministic data isn’t the holy grail it used to be.
