As retail media networks (RMNs) experience slowed growth projections, proving audience data value through transparency is key for attracting ad spend. Advertisers are pushing for better reporting standards and controls, prompting retailers to adapt their strategies significantly. This transparency issue encompasses multiple areas, including performance metrics and ad placements. Notably, this crisis peaked in late 2023, with some networks opting for bundled placements over granular controls, further complicating the industry dynamic where major players like Amazon and Walmart dominate ad spending.
The transparency crisis in retail media involves complex challenges affecting campaign controls, measurement methodology, and visibility into ad performance, driving changes in retailers' strategies.
Retail media networks are at an inflection point, facing a growth deceleration with transparency becoming a key differentiator for attracting advertising dollars.
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