Retail media networks are maintaining unnecessary secrecy about their technology stack, which affects advertising spending decisions made by brands. A grocery retailer's sales executive experienced frustration due to her inability to disclose the chosen vendor, reflecting a broader industry issue. A LinkedIn poll indicates that 88% of brands believe transparency around retail media technology influences their advertising budget, with a majority stating it would strongly or somewhat affect their spending choices. Retailers are risking financial consequences by not aligning with advertisers' transparency demands.
Retailers are treating their tech partnerships like state secrets—even after contracts are signed and decisions are final, creating unnecessary friction that limits growth.
A sales executive expressed frustration over her company’s secrecy regarding tech vendor selections, highlighting how this opacity hinders the vendors' ability to solve retailers' problems.
Poll results show that 54% of brands believe knowing a retailer's ad-tech stack would strongly influence their spending decisions, while 34% said it would somewhat influence.
88% of brands believe that retail media network technology transparency affects their advertising spending, indicating a significant gap between retailer assumptions and advertiser priorities.
#retail-media-networks #advertising-spending #tech-transparency #industry-growth #vendor-relationships
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