As retail media networks (RMNs) grow, marketers are advocating for real-time bidding, enhancing their ability to control advertising spend during economic uncertainty. Projected to account for 18% of U.S. digital ad spending by 2025, RMNs challenge traditional fixed pricing models. Marketers desire flexibility in negotiations, incrementality, transparency, and standardized practices in reporting returns. Notable retailers like Amazon, Walmart, and Instacart are leading efforts in this direction by integrating programmatic tools and optimized bidding systems, demonstrating the evolving landscape and marketers' heightened expectations for efficiency and effectiveness in ad placements.
Marketers are driving real-time bidding in retail media networks to enhance control, as retail media is expected to account for 18% of U.S. digital ad spend by 2025.
As the retail media landscape evolves, marketers are seeking real-time bidding and flexibility in negotiations, reflecting their comfort with programmatic methods in other advertising channels.
Industry players like Amazon, Walmart, Instacart, and Kroger are already optimizing programmatic advertising, aligning with marketers' expectations for real-time buying efficiencies.
The growing demand for transparency in reporting and return on ad spend has led marketers to push for standardized practices within the retail media ecosystem.
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