With retail media standardization initiative, omnicom media group aims to bring accountability and transparency to digital media's $45b third wave

Effort from omg's council on accountability and standards in advertising (casa) powers push for incrementality capability   new york , oct. 18, 2023 /prnewswire/ -- omnicom media group, the media services division of omnicom group inc. (nyse: omc) has launched a retail media standardization initiative to define and drive capabilities and practices that will increase advertiser confidence and roi when investing in retail media channels, driving growth for brands and media owners alike.   retail media has been called the third wave of digital advertising, following search and social - and it's expected to be the biggest wave yet with 2023 spend expected to hit $45b domestically (10 percent of total us advertising spend) and $123b globally.
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