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Definition
A term with two common meanings in retail and CPG contexts:
1). The consumer-facing brand name of a retail chain or store group (e.g., the name shoppers recognize).
2). A form of in-store or digital advertising used to highlight a specific brand, product, or promotion.
How It's Calculated
Example
A brand reviews performance by banner to compare results across Walmart, Kroger, and Albertsons, while also purchasing banner advertising within a retailer’s app to promote a new product launch.
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