Many marketers designate RMN responsibilities to their e-commerce team

Elana Morris

An overview of Skai's State of Retail Media 2023 report.

Retailers use a wide range of organizational models for incorporating retail media into their organization, but having a separate e-commerce team is most preferred. This emerged from a report from omnichannel retail platform Skai's study surveyed 167 brand/seller marketers in North America, across several different business categories and seniority levels.

Forty-six percent of respondents said that an e-commerce team oversees retail media investments within their organization. Twenty-six percent and 25% of respondents, said that they use digital ad teams or a dedicated retail media team, respectively. This suggests that though RMNs are still nascent, they are still seen...

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