Skye Frontier

Skye Frontier

Skye Frontier, Executive Vice President, Incremental  
Skye is a go-to-market leader with a deep background in advertising effectiveness and brand strategy. He has spent his career helping brands use predictive analytics to guide how they deploy marketing resources to grow their brands. Prior to Incremental, he held roles at BERA, Neustar, and comScore focused on brand strategy, marketing effectiveness, and media measurement. He can speak to the ongoing integration of retail media and traditional media planning, as well as the need for a neutral third party in impactful retail media measurement. 
'Is Retail Media Distribution or Advertising? It’s Both'

Can we really call retail media advertising? It’s a question raised recently by marketing professor Byron Sharp, who suggested retail media should be seen more as a distribution channel than an advertising channel. He argues that if we consider paid search or display ads on platforms like Amazon.com as advertising, we must also acknowledge that…