Six retail media challenges and how to mitigate them

Retail media is emerging as a channel with remarkable potential in the digital world. But in order to properly scale, it will need to overcome certain obstacles.

Propped up by industry pundits as the third digital advertising big wave, retail media is the subject of almost every industry conversation these days. And it’s hard to think why not, given the growth potential that the channel commands. According to consulting group Activate Technology, retail media US ad spend is expected to reach $85 billion by 2026.

But what actually is retail media? The term has varying definitions – but my firm defines retail media as media that is bought and sold (i.e., activated) at or near the point of sale. This includes onsite activations (onsite display,...

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