SANTA MONICA, CA – Consumers are dividing their time among a wider range of media channels and connected devices such as smart TVs, challenging advertisers to better understand how they’re reaching current and prospective customers. Fortunately, the media, marketing and adtech industries are working together on solutions.

“We’re finally seeing that collaboration really come to light,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview with Beet.TV contributor Tameka Kee at the Beet Retreat Santa Monica.

“It’s been really exciting to see that collaboration actually happening behind closed doors, where we can be a little bit more free with the way that we’re working together,” Giacosa said. “We’re now bringing retail media and commerce to the fore and making that part of what we’re talking about.”

Retailers that sell advertising are getting more sophisticated with their audience segmentation and providing marketers with better data for decision-making. Retail media not only can reach people when they’re most ready to shop, but also help to raise awareness of brands for additional consideration.

“It’s really starting to connect the dots across how consumers experience life and how they shop,” Giacosa said.

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