Retail media frenzy muddies negotiations with brands, who agency execs say must spend or 'suffer the consequences'

Retail media networks have become the latest shiny object in the industry, with retailers pushing brands to spend more to secure premium shelf space.

Brands are being pressured to commit to a significant increase in their media spend year over year, with an implicit threat to their shelf space if they don't.

Part of the negotiation process now includes retail media spend commitments, as retailers leverage their growing RMN influence to gain more from brand partnerships.

The increase of RMNs has blurred the lines between retail media and merchant teams, encouraging collaboration to drive growth and ad business scale.

Read at Digiday