Beyond the big guys: Navigating the retail media market outside of Amazon and Walmart

Jacquelyn Baker

Examines the ever-expanding and fragmented platforms world of retail media networks (RMNs) and why thorough research, and planning, are key to harnessing the power of this burgeoning media channel.

This article is part of the November 2022 Spotlight US series, "Solving the puzzle of retail media.” Read more

In the past few years, retail media has become the hot-button topic for brands. Spurred on by the pandemic, this new industry has seen skyrocketing growth – 82% year over year from 2020 to 2021.

It’s easy to understand why. By giving brands the ability to buy and place ads on retailers’ owned properties – or through external ads pointing to them – retailers give marketers new sources of behavioral insight,...

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