The retail media landscape is dominated by Amazon and Walmart, accounting for over 80% of ad spending, while over 70 networks compete for attention. Brands can realistically manage just six networks, given the fragmented ecosystem of different interfaces and workflows. This unsustainable environment hampers smaller networks despite their unique audiences. Real-Time Bidding (RTB) could address these issues by standardizing ad buying processes, allowing brands to run campaigns across multiple retail media platforms more effectively and efficiently.
Real-Time Bidding has the potential to standardize retail media networks, enabling brands to manage campaigns across multiple platforms more efficiently and effectively.
The current retail media landscape shows a significant imbalance, where Amazon and Walmart dominate spending, making it challenging for smaller networks to compete.
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