Retailers have emerged as significant players in the advertising market as brands seek to reach consumers not only when they’re most ready to shop, but also because retailers have troves of first-party data that provide insights into people’s shopping habits. The data are a valuable resource that gives retailers greater power in the ad marketplace.

“We’re now shifting to this world where there’s increasingly more power on the supply side and it comes up in different ways,” Conor McKenna, director at LUMA Partners.

Read the full interview recap: Beet.TV