The messy future of retail media: Where advertiser, marketplace, publisher and data provider are all the same company

Greg Wolny

Key considerations for advertisers when looking to partner with retail media networks.

The landscape for Retail Media Networks (RMNs) has expanded throughout 2023 and as a result, we’re seeing the percent of retail media ad revenue – as a portion of total digital media expenditure – increase year on year.

As we head into a busy Q4, where we expect to see this growth continue, it’s helpful for brands to look at three different areas to find indicators to support the continued growth or signaling a potential change might be on the horizon for RMNs (Spoiler alert: I don’t think it’s going to slow down…). Retail media networks continue to evolve their...

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