As marketers engage in retail media networks, they express caution similar to their initial experiences with programmatic media buying. Challenges such as inventory quality, transparency, and measurement are prevalent. George Musi from Night Market highlights that these issues mirror those faced with demand-side platforms (DSPs). Retail media initially offered promising elements like first-party data, especially amidst third-party cookie changes, but the initial novelty is fading. The push for solutions remains strong as programmatic marketing stabilizes, emphasizing the need for streamlined access across platforms.
We're going to have the same challenges as you're seeing [with DSPs]. We're going to have the same desires as the brands and agencies want.
Marketers want solutions to off-site inventory quality, transparency and measurement... hopefully, this time around, we can shorten the distance between the need and the reality much quicker.
At the time, Google's third-party cookie deprecation was looming, fueling the RMN value proposition for marketers desperate for precision and performance.
Digital-out-of-home is an expectation that you access in every DSP that is omnichannel that you're buying in today.
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