{
  "id": 17912796,
  "title": "Agency execs call for retail media to be holistically considered beyond the lower funnel",
  "url": "https://urgent.news/2026/11/03/agency-execs-call-for-retail-media-to-be-holistically-considered",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-03T05:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/media-buying/agency-execs-call-for-retail-media-to-be-holistically-considered-beyond-lower-funnel/"
  },
  "original_language": "en",
  "account": "Retail media is a growing space for media agencies, offering new opportunities to harness closed-loop measurement for both upper- and lower-funnel marketing efforts, according to Dentsu's president of commerce, North America, Aisha Khan. Speaking at Digiday's Media Buying Summit in Newport Beach, Calif., Khan highlighted the untapped potential of in-store retail media. She emphasized that while more than 80% of sales occur in-store, only a fraction of retail media budgets are allocated to in-store media. Khan sees significant growth opportunities in digitizing the physical retail experience, particularly at the last point of purchase. She stressed that expanding in-store retail media could lead to substantial growth for the retail media industry.",
  "summary": "At DMBS, agency leaders explained why retail media offers new opportunities to harness closed-loop measurement in a way that benefits both upper- and lower-funnel marketing efforts.",
  "key_points": [
    "Dentsu's Aisha Khan calls for holistic retail media consideration",
    "Only fraction of retail media budgets allocated to in-store media",
    "Expanding in-store retail media could lead to substantial growth"
  ],
  "editors_take": "Expanding retail media into physical storefronts allows agencies to capture the vast majority of consumer transactions and move beyond mere lower-funnel conversion tactics.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}