"The ability to capitalize and build that business, they’re probably starting to realize that it’s going to take more than just opening the doors and letting that be, 'Oh ok, so everyone’s just going to buy the thing that we put forward,'" said Steven Frey, planning director for Media by Mother. This underscores the need for retail media networks to engage actively and strategically with their offerings.
Frey highlights that retailers are now realizing their weaknesses and are attempting to adapt by incorporating feedback from advertisers on why they chose different platforms. This suggests a critical shift towards customization and responsiveness in retail media networks.
In early August, Lowe's announced a rebrand for its 3-year-old retail media network, refreshing its name from Lowe's One Roof Media Network to Lowe's Media Network, reflecting its evolving marketing strategy.
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