{"id":1863,"date":"2024-01-29T14:49:54","date_gmt":"2024-01-29T14:49:54","guid":{"rendered":"https:\/\/adshero.com\/pl\/?p=1863"},"modified":"2024-01-29T14:57:41","modified_gmt":"2024-01-29T14:57:41","slug":"porownanie-retail-media-w-usa-i-europie-jak-rozni-sie-podejscie-i-wykorzystanie-retail-media-w-tych-regionach","status":"publish","type":"post","link":"https:\/\/adshero.com\/pl\/porownanie-retail-media-w-usa-i-europie-jak-rozni-sie-podejscie-i-wykorzystanie-retail-media-w-tych-regionach\/","title":{"rendered":"Por\u00f3wnanie Retail Media w USA i Europie: Jak r\u00f3\u017cni si\u0119 podej\u015bcie i wykorzystanie retail media w tych regionach"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1863\" class=\"elementor elementor-1863\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-77444e7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"77444e7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-22c1542\" data-id=\"22c1542\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7e17ac2 elementor-widget elementor-widget-text-editor\" data-id=\"7e17ac2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Retail Media, dynamicznie rozwijaj\u0105ca si\u0119 dziedzina marketingu cyfrowego, zyskuje na znaczeniu zar\u00f3wno w Stanach Zjednoczonych, jak i w Europie. W erze cyfrowej, gdzie e-commerce dominuje w handlu detalicznym, Retail Media oferuje unikalne mo\u017cliwo\u015bci dla marek do osi\u0105gni\u0119cia swoich klient\u00f3w. Jednak podej\u015bcie i wykorzystanie tej formy reklamy r\u00f3\u017cni si\u0119 znacz\u0105co mi\u0119dzy USA a Europ\u0105, g\u0142\u00f3wnie ze wzgl\u0119du na r\u00f3\u017cnice kulturowe, regulacyjne i rynkowe.<\/p>\n<p><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">1. <\/span><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\"><b>Retail Media w USA<\/b><\/span><\/p>\n<p>W Stanach Zjednoczonych, Retail Media jest ju\u017c dobrze ugruntowane, a rynek ten jest dominowany przez gigant\u00f3w takich jak Amazon i Walmart. Amazon Ads, ciesz\u0105ce si\u0119 du\u017c\u0105 popularno\u015bci\u0105, stanowi\u0105 znacz\u0105cy procent przychod\u00f3w firmy, oferuj\u0105c markom mo\u017cliwo\u015b\u0107 reklamowania si\u0119 bezpo\u015brednio na platformie e-commerce. Walmart Media Group r\u00f3wnie\u017c wprowadza innowacje, \u0142\u0105cz\u0105c dane zakupowe offline z online, by stworzy\u0107 bardziej ukierunkowane kampanie reklamowe.<\/p>\n<p>Raporty z eMarketer i Forrester podkre\u015blaj\u0105, \u017ce ameryka\u0144ski rynek Retail Media rozwija si\u0119 w szybkim tempie, z prognozowanym wzrostem wydatk\u00f3w reklamowych w najbli\u017cszych latach. Kluczem do sukcesu jest tu wykorzystanie zaawansowanej analizy danych i personalizacji.<\/p>\n<p><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">2. <\/span><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\"><b>Retail Media w Europie<\/b><\/span><\/p>\n<p><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">W Europie, Retail Media jest jeszcze w relatywnie wczesnej fazie rozwoju, ale szybko nabiera tempa, zw\u0142aszcza w krajach takich jak Niemcy, Francja, czy Wielka Brytania. Europejskie firmy takie jak Zalando czy Carrefour staj\u0105 si\u0119 coraz bardziej aktywne w tej dziedzinie. R\u00f3\u017cnice regulacyjne, zw\u0142aszcza zwi\u0105zane z RODO, wprowadzaj\u0105 jednak dodatkowe wyzwania dla firm.<\/span><\/p>\n<p>Zgodnie z badaniami IAB Europe, europejski rynek Retail Media zmierza w kierunku wi\u0119kszej przejrzysto\u015bci i skuteczno\u015bci, skupiaj\u0105c si\u0119 na ochronie danych osobowych i zwi\u0119kszaniu zaufania konsument\u00f3w. Innowacje technologiczne i programowe s\u0105 kluczowe dla rozwoju tego sektora w Europie.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/files.oaiusercontent.com\/file-U51d9ABZMtCJEmUSSvjlcwpH?se=2024-01-29T14%3A56%3A53Z&amp;sp=r&amp;sv=2021-08-06&amp;sr=b&amp;rscc=max-age%3D299%2C%20immutable&amp;rscd=attachment%3B%20filename%3D0f33ac29-adc0-4424-9872-58bad26d5ca5&amp;sig=9yE9VkvrPRFwmUhgqiHt5uBtHAveLb19NyogtPwDbRU%3D\" class=\"my-1\" alt=\"Output image\" style=\"border-width: 0px; border-style: solid; border-color: rgb(217, 217, 227); --tw-border-spacing-x: 0; --tw-border-spacing-y: 0; --tw-translate-x: 0; --tw-translate-y: 0; --tw-rotate: 0; --tw-skew-x: 0; --tw-skew-y: 0; --tw-scale-x: 1; --tw-scale-y: 1; --tw-pan-x: ; --tw-pan-y: ; --tw-pinch-zoom: ; --tw-scroll-snap-strictness: proximity; --tw-gradient-from-position: ; --tw-gradient-via-position: ; --tw-gradient-to-position: ; --tw-ordinal: ; --tw-slashed-zero: ; --tw-numeric-figure: ; --tw-numeric-spacing: ; --tw-numeric-fraction: ; --tw-ring-inset: ; --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(69,89,164,0.5); --tw-ring-offset-shadow: 0 0 transparent; --tw-ring-shadow: 0 0 transparent; --tw-shadow: 0 0 transparent; --tw-shadow-colored: 0 0 transparent; --tw-blur: ; --tw-brightness: ; --tw-contrast: ; --tw-grayscale: ; --tw-hue-rotate: ; --tw-invert: ; --tw-saturate: ; --tw-sepia: ; --tw-drop-shadow: ; --tw-backdrop-blur: ; --tw-backdrop-brightness: ; --tw-backdrop-contrast: ; --tw-backdrop-grayscale: ; --tw-backdrop-hue-rotate: ; --tw-backdrop-invert: ; --tw-backdrop-opacity: ; --tw-backdrop-saturate: ; --tw-backdrop-sepia: ; vertical-align: middle; margin-bottom: 0.25rem; margin-top: 0.25rem;\"><\/p><div data-message-author-role=\"assistant\" data-message-id=\"1cfc82d3-21bd-453f-9042-78e4c133296e\" class=\"min-h-[20px] text-message flex flex-col items-start gap-3 whitespace-pre-wrap break-words [.text-message+&amp;]:mt-5 overflow-x-auto\" style=\"border: 0px solid rgb(217, 217, 227); 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--tw-backdrop-invert: ; --tw-backdrop-opacity: ; --tw-backdrop-saturate: ; --tw-backdrop-sepia: ; display: flex; min-height: 20px; flex-direction: column; align-items: flex-start; gap: 0.75rem; overflow-x: auto; white-space-collapse: preserve; overflow-wrap: break-word;\"><div class=\"markdown prose w-full break-words dark:prose-invert dark\" style=\"border: 0px solid rgb(217, 217, 227); --tw-border-spacing-x: 0; --tw-border-spacing-y: 0; --tw-translate-x: 0; --tw-translate-y: 0; --tw-rotate: 0; --tw-skew-x: 0; --tw-skew-y: 0; --tw-scale-x: 1; --tw-scale-y: 1; --tw-pan-x: ; --tw-pan-y: ; --tw-pinch-zoom: ; --tw-scroll-snap-strictness: proximity; --tw-gradient-from-position: ; --tw-gradient-via-position: ; --tw-gradient-to-position: ; --tw-ordinal: ; --tw-slashed-zero: ; --tw-numeric-figure: ; --tw-numeric-spacing: ; --tw-numeric-fraction: ; --tw-ring-inset: ; --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(69,89,164,0.5); --tw-ring-offset-shadow: 0 0 transparent; --tw-ring-shadow: 0 0 transparent; --tw-shadow: 0 0 transparent; --tw-shadow-colored: 0 0 transparent; --tw-blur: ; --tw-brightness: ; --tw-contrast: ; --tw-grayscale: ; --tw-hue-rotate: ; --tw-invert: ; --tw-saturate: ; --tw-sepia: ; --tw-drop-shadow: ; --tw-backdrop-blur: ; --tw-backdrop-brightness: ; --tw-backdrop-contrast: ; --tw-backdrop-grayscale: ; --tw-backdrop-hue-rotate: ; --tw-backdrop-invert: ; --tw-backdrop-opacity: ; --tw-backdrop-saturate: ; --tw-backdrop-sepia: ; --text-primary: var(--gray-100); --text-secondary: var(--gray-300); --text-tertiary: var(--gray-500); --text-quaternary: var(--gray-700); --surface-primary: var(--gray-900); --surface-secondary: var(--gray-800); --surface-tertiary: var(--gray-700); --border-light: rgba(217,217,227,0.1); --border-medium: rgba(217,217,227,0.15); --border-heavy: rgba(217,217,227,0.2); --border-xheavy: rgba(217,217,227,0.25); --link: #7ab7ff; --link-hover: #5e83b3; color: var(--tw-prose-body); max-width: none; --tw-prose-body: var(--tw-prose-invert-body); --tw-prose-headings: var(--tw-prose-invert-headings); --tw-prose-lead: var(--tw-prose-invert-lead); --tw-prose-links: var(--tw-prose-invert-links); --tw-prose-bold: var(--tw-prose-invert-bold); --tw-prose-counters: var(--tw-prose-invert-counters); --tw-prose-bullets: var(--tw-prose-invert-bullets); --tw-prose-hr: var(--tw-prose-invert-hr); --tw-prose-quotes: var(--tw-prose-invert-quotes); --tw-prose-quote-borders: var(--tw-prose-invert-quote-borders); --tw-prose-captions: var(--tw-prose-invert-captions); --tw-prose-code: var(--tw-prose-invert-code); --tw-prose-pre-code: var(--tw-prose-invert-pre-code); --tw-prose-pre-bg: var(--tw-prose-invert-pre-bg); --tw-prose-th-borders: var(--tw-prose-invert-th-borders); --tw-prose-td-borders: var(--tw-prose-invert-td-borders); --tw-prose-invert-body: #d1d5db; --tw-prose-invert-headings: #fff; --tw-prose-invert-lead: #9ca3af; --tw-prose-invert-links: #fff; --tw-prose-invert-bold: #fff; --tw-prose-invert-counters: #9ca3af; --tw-prose-invert-bullets: #4b5563; --tw-prose-invert-hr: #374151; --tw-prose-invert-quotes: #f3f4f6; --tw-prose-invert-quote-borders: #374151; --tw-prose-invert-captions: #9ca3af; --tw-prose-invert-code: #fff; --tw-prose-invert-pre-code: #d1d5db; --tw-prose-invert-pre-bg: rgba(0,0,0,0.5); --tw-prose-invert-th-borders: #4b5563; --tw-prose-invert-td-borders: #374151; line-height: 1.75; width: 613px; overflow-wrap: break-word; font-family: S\u00f6hne, ui-sans-serif, system-ui, -apple-system, &quot;Segoe UI&quot;, Roboto, Ubuntu, Cantarell, &quot;Noto Sans&quot;, sans-serif, &quot;Helvetica Neue&quot;, Arial, &quot;Apple Color Emoji&quot;, &quot;Segoe UI Emoji&quot;, &quot;Segoe UI Symbol&quot;, &quot;Noto Color Emoji&quot;;\"><p><\/p><\/div><\/div>\n<p><\/p>\n<p><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">3<\/span><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\"><b>. Por\u00f3wnanie USA i Europy<\/b><\/span><\/p>\n<p>Por\u00f3wnuj\u0105c oba rynki, najwi\u0119ksz\u0105 r\u00f3\u017cnic\u0105 jest dojrza\u0142o\u015b\u0107 sektora Retail Media w USA w por\u00f3wnaniu z Europ\u0105. W Stanach Zjednoczonych, firmy wykorzystuj\u0105 Retail Media w bardziej zaawansowany spos\u00f3b, wykorzystuj\u0105c du\u017ce ilo\u015bci danych do tworzenia bardziej celowanych kampanii. W Europie, z kolei, wi\u0119kszy nacisk k\u0142adzie si\u0119 na ochron\u0119 danych osobowych i regulacje.<\/p>\n<p>Kulturowe i regulacyjne r\u00f3\u017cnice wp\u0142ywaj\u0105 na to, jak firmy podchodz\u0105 do klient\u00f3w i jakie strategie marketingowe s\u0105 stosowane. W Europie obserwuje si\u0119 wi\u0119ksz\u0105 ostro\u017cno\u015b\u0107 w zakresie wykorzystania danych klient\u00f3w, podczas gdy w USA firmy s\u0105 bardziej sk\u0142onne do eksperymentowania z nowymi technologiami i podej\u015bciami.<\/p>\n<p><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">4<\/span><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\"><b>. Wnioski i przysz\u0142o\u015b\u0107 Retail Media<\/b><\/span><\/p>\n<p><span style=\"font-size: inherit; color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">Retail Media zmienia oblicze e-commerce, oferuj\u0105c markom unikalne sposoby na dotarcie do konsument\u00f3w. R\u00f3\u017cnice mi\u0119dzy USA a Europ\u0105 podkre\u015blaj\u0105, jak kulturowe i regulacyjne aspekty wp\u0142ywaj\u0105 na rozw\u00f3j tej dziedziny. W przysz\u0142o\u015bci mo\u017cna spodziewa\u0107 si\u0119 dalszego rozwoju i innowacji w Retail Media, zar\u00f3wno w USA, jak i w Europie, co otworzy nowe mo\u017cliwo\u015bci dla marek do interakcji z klientami.<\/span><\/p>\n<p><\/p>\n<p>\u0179r\u00f3d\u0142a:<\/p>\n<ul>\n<li><span style=\"color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-size: var(--uicore-typography--p-s,'10px'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">eMarketer<br><\/span><\/li>\n<li><span style=\"color: var(--uicore-typography--p-c,'#070707'); font-family: var(--uicore-typography--p-f,'Inter'); font-size: var(--uicore-typography--p-s,'10px'); font-style: var(--uicore-typography--p-st,'normal'); font-weight: var(--uicore-typography--p-w,'600'); letter-spacing: var(--uicore-typography--p-ls,'-0.027em'); text-transform: var(--uicore-typography--p-t,'none');\">Forrester<\/span><\/li>\n<li>IAB Europe<\/li>\n<li>GfK<\/li>\n<\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Retail Media, dynamicznie rozwijaj\u0105ca si\u0119 dziedzina marketingu cyfrowego, zyskuje na znaczeniu zar\u00f3wno w Stanach Zjednoczonych, jak i w Europie. W erze cyfrowej, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1867,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[6],"class_list":["post-1863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-media","tag-retail-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Por\u00f3wnanie Retail Media w USA i Europie: Jak r\u00f3\u017cni si\u0119 podej\u015bcie i wykorzystanie retail media w tych regionach - adshero.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adshero.com\/pl\/porownanie-retail-media-w-usa-i-europie-jak-rozni-sie-podejscie-i-wykorzystanie-retail-media-w-tych-regionach\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Por\u00f3wnanie Retail Media w USA i Europie: Jak r\u00f3\u017cni si\u0119 podej\u015bcie i wykorzystanie retail media w tych regionach - adshero.com\" \/>\n<meta property=\"og:description\" content=\"Retail Media, dynamicznie rozwijaj\u0105ca si\u0119 dziedzina marketingu cyfrowego, zyskuje na znaczeniu zar\u00f3wno w Stanach Zjednoczonych, jak i w Europie. 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