eTail Insights and Upp.ai conducted a comprehensive research initiative to understand how retail marketing leaders are navigating the evolution of paid media in an AI-first world.

The study surveyed 200 senior executives responsible for shaping performance marketing strategy at some of the most prominent and innovative retailers across the UK. Respondents included Chief Marketing Officers, Heads of Performance Media, Digital Marketing Directors, and Paid Media Managers - each with strategic oversight of multimillion-pound advertising budgets.

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