Retailers are increasingly building media networks to monetize their consumer data, but success varies significantly among them. Companies like Amazon and Target have proven the potential for creating profitable ad networks, while others, such as Gap and Microsoft, struggled and shut down their attempts. Despite failures, the revenue potential remains enticing, leading to optimism about future growth in retail media. The next few years may see diverse sectors launching ad networks, but transforming data into a successful media business necessitates hard work, strategy, and learning from the industry's challenges.
Despite the failures, the promise of incremental revenue - often at a higher profit than any other aspect of their operations - has many people excited about the opportunity.
Yet, critics argue retail media growth is a mirage and that advertisers are just testing the channel or shifting shopper dollars from one bucket to retail.
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