The article discusses the rapid growth of retail media as a dominant advertising channel, projected to reach 12.8% of total ad revenues by 2029. Experts share insights on emerging opportunities within the sector, particularly highlighting networks developed by non-retail companies such as Marriott and Uber. These companies leverage rich first-party data to engage consumers during high-intent moments, transforming the concept of retail media. This evolution is reshaping advertising potentials by broadening the definition of retail media to include any data-rich platform capable of influencing consumer decisions.
One of the most exciting shifts in retail media is the rise of networks built by non-retail companies, capitalizing on years of rich first-party behavioral and transactional data.
Companies such as Marriott, United and Uber are among those recognizing what retailers already have: a gold mine of data monetization.
Where these companies stand out is their engagement with consumers at high-frequency, high-intent moments, making them powerful environments for brands to influence decisions outside of traditional retailers.
The evolution pushes the definition of retail media beyond just retail-owned properties, turning any data-rich consumer-facing platform into a media network.
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