Retail media networks are ramping up – but not all advertisers are all in

Elana Morris

An overview of the latest trends for Retail Media Networks (RMNs) based on the Association of National Advertisers (ANA)'s newest report.

Retail media’s increasing relevance in the coming absence of cookies is undeniable. According to a recent report from the Association of National Advertisers (ANA), a majority of advertisers (58%) are using retail media networks as part of their media mix. However, RMNs do not work for every kind of advertiser. CPG brands are reaping the most benefit from them right now, as their distribution is funneled through retailers. But other brands which are classified as non-endemic (i.e. brands which do not directly utilize platforms for a specific market, but instead advertise through alternate channels) are less likely to...

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