Retail media networks (RMNs) are revolutionizing brand-consumer connections, with a projected global ad spending increase to over $24 billion in 2025. This growth is fueled by a shift from third-party data towards first-party insights and the expansion of RMNs into various off-site channels like CTV and OOH. Since Amazon's launch in 2012, there has been a significant rise in retailers creating their own media networks to serve specialized audiences. This diversification has driven a rapid increase in retail media spending, highlighting its importance in modern marketing strategies.
The rise of retail media networks is reshaping brand-consumer engagement, with ad spending projected to exceed $24 billion in 2025 as brands shift towards first-party insights.
The transformation of retail media is driven by a diversification of players—transitioning from reliance on few giants to specialized networks catering to engaged audiences.
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