'There's a point of diminishing returns': Why retail media's reckoning is said to be on the horizon

As advertisers grapple with a proliferation of retail media networks, agency executives warn that simply increasing spend doesn't guarantee improved sales or brand awareness.

Retailers' demands for larger media budgets raise questions for advertisers about the return on investment, as they caution that more ad spend may not correlate with increased effectiveness.

Read at Digiday