Catalysts for change: Driving forces behind the changing face(s) of Retail Media

Examines how social media, and specifically social commerce, have helped lay the groundwork for retail media networks (RMNs).

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

Unless the last two years have had you living in a cave in the forest, retail media has become a really big deal. But would it have become such a driving force in the ad revenue generation industry without the strong arm of social media pushing it to become such a force? Probably not.

If you distill retail media down to its basic premise, a retailer becomes not just a buyer of digital ads for itself but a...

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