Retail Media is booming. The latest forecast from MAGNA confirms that Retail Media is still growing at pace, and will likely hit $146bn in ad spend in 2024, but the industry is entering a crucial phase: the “messy middle.”
Many Retail Media providers have begun to heed industry-wide calls for greater measurement, accountability, and transparency, and are now working to transform their offerings with these principles in mind, but this evolution will take time and for now, the industry remains in flux.
In The Future of Retail Media: Navigating the Messy Middle Phase, we explore the key drivers shaping this messy middle and what it means for brands and retailers alike.
Measurement Matters: Retailers are finally realizing the need for standardized, transparent measurement to prove ROI and attract brands.
Trade Dollars Drying Up: Retailers are pushing for more trade dollars, but brands are reaching their limit.
New Players Enter the Game: VC-backed startups are creating new Retail Media Networks, increasing competition and driving innovation.
Retail Data Takes Center Stage: As the effectiveness of cookies diminishes, retailers are using their vast first-party data to target audiences more effectively.
Non-Retailers Jump In: From airlines to financial institutions, non-retailers are realizing the value of their data and launching their own Media Networks.
This messy middle presents both challenges and opportunities. Brands need to understand which RMNs provide the best audiences, measurement capabilities, and reach for their ads, but with so many to choose from this can be a difficult landscape to navigate.
Download Glen Conybeare’s article, The Future of Retail Media: Navigating the Messy Middle Phase to learn more about the rapidly developing landscape of Retail Media and its implications for brands.
