Unilever Is Gearing Up for a Serious Retail Media Boom

CDCO Conny Braams has united digital, commerce and media teams

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Thanks to a pandemic-induced e-commerce boom, marketing is on the precipice of an era that will see retailers become the new publishers. In fact, it’s what’s keeping Unilever’s chief digital and commerce officer Conny Braams awake at night.

According to GroupM, retail media spend will represent 18% of global digital advertising and 11% of total advertising by the time 2022 is out. By 2027, it estimates that retail media advertising will increase roughly by 60% to reach $160 billion.

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