The US retail media network landscape is rapidly changing and still settling into its final organizational form. As such, brands are still conceptualizing how to source budgets across advertising functions. A recent report by Merklefound that brands are investing large portions of their Retail Media Network spend in both brand media and e-commerce media, but substantially less in trade dollars. This implies that the retail media budget breakdown is diverging from more established methods of budget allocation. This new strategy employs the use of upper-funnel brand spend more actively, and diversifies adspend across different sources....
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