Case Study: Retail Media’s Stable CPC Through Scale
I have covered platforms like this for more than seven years, and Spend and clicks rose together without a CPC blowout.
For context, see Wikipedia: Retail media.
The useful question is not whether AI shows up in the stack. It already does. The question is who owns taste, safety, and measurement when the platform rewrites the asset.
- Write the hypothesis first
- Capture baselines before launch
- Separate correlation from causality
| Signal | Detail |
|---|---|
| Metric | Before → After / Signal |
| Shopping share | 22.1% → 28.4% |
| DSP Prime Day | 17.9% → 25.5% |
| Title recognition | ~33% knew Ted Lasso source |
Source: Skai. Numbers and product claims above come from that reporting; interpretation is mine.