Research shows the number of marketers planning to use retail sales data will triple this year, with 74 percent of brands dedicating budgets for retail media networks. In fact, Forrester predicts that retail media will be a $50 billion market in 2022 and shows no signs of slowing soon. Retail media’s growth will only accelerate as marketers look for solutions that help them unlock the value of shopper data, close the loop on attribution and prove the ROI of their campaigns. To meet this demand, Walgreens has partnered with The Trade Desk to build a holistic retail media strategy aligned to their data and digitization capabilities.

Join Adweek as we hear from experts from these two companies about the solutions that they’ve built together to blaze the trail for the future of retail media and how retailers, marketers and brands can benefit from this new opportunity.


Paul Gelb
Paul Gelb
Head of Digital Activation and Investment
Bayer HealthCare
Luke Kigel
Luke Kigel
Vice President, Media & Omni-Channel Planning
Ben Sylvan
Ben Sylvan
GM, Retail Data Partnerships
The Trade Desk
Brenda Tuohig
Brenda Tuohig
SVP, Data Partnerships
The Trade Desk


2:00 PM - 2:05 PM
Adweek Opening Remarks
2:05 PM - 2:15 PM
What the Rise of Retail Media has in Store for Marketers

The rise of retail media — and the growing pool of consumer data — is giving marketers a clearer picture of how their campaigns impact consumer actions, with retail media providing critical connective tissue. For brand marketers, one of the main virtues of retail media is the ability to deliver closed-loop measurement, which allows advertisers to understand the impact of their ad spend all the way to the point of purchase — at scale.

In this session, Brenda Tuohig will review the opportunity retail media presents today for marketers and predictions for what’s to come in the retail media space.

Brenda Tuohig - The Trade Desk
Brenda Tuohig
2:15 PM - 2:25 PM
Walgreen’s Holistic Approach to Retail Media On and Off Platform

Walgreens Advertising Group (wag) helps brands maximize ROI through data-led execution and optimization on Walgreens owned platforms. By combining the scale of more than 9,000 stores and 100+ million loyalty members with advanced data modeling, wag delivers unique and custom-built audiences tailored to brand goals and objectives.

In this session, Luke Kigel will discuss the impetus of the launch of wag and explain their new self-serve solution through The Trade Desk, which allows advertisers to tie campaign performance to Walgreens sales data. Learn how these new solutions give brand advertisers the ability to serve more relevant, personalized ads to consumers while avoiding duplication.

Luke Kigel - Walgreens
Luke Kigel
2:25 PM - 2:55 PM
Navigating the Open Internet with Retail Media

It’s no question that retail media is surging this year. In this final session, we will deep dive into the evolution of retail media and what’s causing the boom right now.

Hear from a panel of experts about the solutions that The Trade Desk and wag have built together to blaze the trail for the future of retail media and how one major brand, Bayer, is taking advantage of the new opportunities that retail media and this solution specifically has created.

Ben Sylvan - The Trade Desk
Paul Gelb - Bayer HealthCare
Luke Kigel - Walgreens
Ben Sylvan Paul Gelb Luke Kigel
2:55 PM - 3:05 PM
Audience Q&A
3:05 PM - 3:10 PM
Adweek Closing Remarks
Time Zone: (UTC-04:00) Eastern Time (US & Canada) [Change Time Zone]

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