The emergence of retail media 2.0 in APAC

OMG’s Bharat Khatri analyses the growth of retail media networks – digital ad platforms operated by retailers – and how brands are recognising the potential of these platforms as valuable advertising channels.

In recent years, the digital marketing industry has experienced numerous shifts and among the notable developments is the progression of retail media. Previously limited to physical stores or coupons with a direct focus on sales, the rise of e-commerce has led to the proliferation of sponsored product ads as a prominent retail media solution in the digital landscape.

This transformation has primarily been driven by the popularity of search ad formats, allowing businesses to monetise the traffic generated through e-commerce platforms. Over the past half-decade, there has been unprecedented growth in this domain and it has now become the third-largest...

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