Marketers are facing challenges regarding control over retail media budgets, leading to disarray in collaboration and spending. eMarketer predicts significant growth in retail media, particularly within connected TV (CTV), by 2028. Experts note confusion persists about who is responsible for managing these media budgets, prompting advertisers to consolidate funding from various sources to satisfy joint business plans. Some brands are reallocating marketing dollars while others are enhancing the effectiveness of already committed ad spend. Overall, the landscape remains experimental and dynamic as advertisers navigate the complexities of retail media.
To put some numbers to it, eMarketer reported that by 2028, retail media CTV will represent more than a quarter of RMN display ad spend.
Out of the 10 retail media experts Digiday spoke with, at least three said there's a lack of clarity when it comes to who maintains budgets for retail media.
Some advertisers are pooling dollars from wherever they can to make good on joint business plans and partnerships (JBP) planning commitments.
It's very much still a trial and error right now. Some brands are pooling, some brands are pulling brand marketing dollars from other places.
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