Media networks were one of retailers’ hottest new accessories in 2022, and brands have eagerly jumped on board. In fact, the explosion of retail media has been so seismic that Insider Intelligence crowned it the “third big wave of digital advertising” and predicts that retail media spending will reach $45 billion this year in the U.S. alone.
There is no doubt that the opportunity is massive, but there have been some growing pains as two worlds that were previously separate collide. This Retail TouchPoints special report examines the maturation of retail media, including:
- The development of full-funnel, omnichannel offerings that increasingly also include connected TV (CTV);
- How retailers are leveraging their physical store as another retail media platform as they look to take spend away from Amazon; and
- The evolution of universal measurement standards and interoperable systems that will allow retail media to compete in the broader media landscape.