Retail media is gaining traction as retailers recognize its potential to monetize digital real estate, creating new revenue streams and transforming brand-consumer connections.
Most companies in retail media have hit some kind of ceiling. It's really hard to further scale their ad revenues due to industry fragmentation.
Sometimes brands face challenges with fragmentation where different departments seek budget allocations for varied marketing strategies, complicating the advertising landscape.
To overcome fragmentation, the industry needs a separation between supply-side and demand-side tech to avoid collectively diminishing their advertising inventory.
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