BirdDog CEO Shaun Brown shares how audience-first strategies and marketing mix modeling transform retail media performance across channels. The conversation explores three critical gaps in the retail media market: the disconnect between brand and performance agencies, underserved mid-market brands, and limited access to advanced marketing technology. Brown advocates for brands developing their own source of truth rather than relying solely on retailer data, using marketing mix modeling to drive business results, and leveraging cross-retailer halo effects for enhanced performance.

Key takeaways for modern commerce marketers

• Brands need their own source of truth because "every branch should have its own source of truth" rather than relying solely on retailer data.
• Marketing mix modeling enables agencies to answer "where does the next best dollar go to achieve the business result we're looking for" instead of just optimizing performance metrics.
• Cross-retailer audience duplication "is not always a bad thing" and can create valuable halo effects across platforms.
• Successful retail media requires "a more full funnel approach" where brand building and performance marketing work together.