The retail media landscape is undergoing significant changes, shifting from a supplementary revenue stream to a vital business strategy. However, as the industry standardizes practices and reframes retail media as 'commerce media', experts like Ben Foulkes at Epsilon express concern that this may dilute its unique strengths. The introduction of Amazon's Retail Ad Service illustrates this tension, as it merges established media practices with retail media, potentially creating discrepancies for smaller retailers. As marketers redefine retail media, they must balance innovation with the preservation of its core elements.
The retail media landscape is evolving, but some experts warn marketers risk losing its essence as they attempt to standardize and adapt it too heavily.
Reframing retail media as commerce media may broaden its application, but we must avoid constraining its potential by aligning too closely with established media norms.
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