A Lack of standardization across platforms is seen by a majority of retailers as a significant barrier to retail media adoption, according to an Association of National Advertisers’ (ANA) recent retail media report. Among advertisers using approximately five to nine Retail Media Networks (RMNs), 57% of respondents said that this lack of standardization was a major issue. Other challenges to adoption cited included the rate of expansion as well as the timeliness of data/analytics. But the other most significant challenge cited by advertisers on the way to incorporating RMNs into ad strategy was the “walled garden environment” evident...
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