Media Buying Briefing: Who controls the balance of power between retail media and media agencies?

"The inference is, brands 'have to do' - it's not a 'want to do'. An agent working... with such scale in commerce... is able to level the playing field."

"The advertiser has far more power over retail media networks than, say, over Google or Meta... there’s actually been a lot of exertion of power from brands to secure better deals."

Read at Digiday