Retail media networks are rapidly rising in importance, with predictions of nearly 25% of all U.S. media ad spend by 2028, emphasizing their value and the challenge of transparency.
The lack of transparency in retail media networks is concerning, as it fosters suspicions of quid pro quo, leading to brands feeling pressured to invest for shelf space.
RMNs' price points can be prohibitive for many clients, particularly those in CPG, prompting the need for innovative, cost-effective strategies that leverage broader consumer data.
While RMNs offer targeted data, brands are often forced to seek alternative methods for data acquisition to manage costs while still optimizing their advertising reach.
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