Read previewMarketing tech firm Button wants a piece of retail media. AdvertisementAccording to eMarketer, advertisers will spend $140 billion on retail media globally this year. "The intent in those moments is not nearly as high as the retail media intent in a retailer site," Jaconi said. AdvertisementButton claims that its initial tests with its retail ad product increased return on ad spend, a key metric that tracks the effectiveness of each ad dollar, by an average of 34% compared to other offsite retail media products. With the growth in retail media, a cottage industry of adtech firms like Criteo, Epsilon, Pacvue, and Skai are vying for a piece of brands' retail media spend.

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Persons: —, Button, Michael Jaconi, NBCU's Peacock, Jaconi, they're Organizations: Service, . Publishers, Publishers, Business, Microsoft