By enabling advanced personalization and closed loop measurement, Retail Media has quickly emerged as an integral part of the omnichannel playbook. As a result, Retail Media was one of the fasted growing U.S. advertising channels in 2022 (+22% YoY to $38B) and is expected to more than double across the next 5 years to $107B* as incremental and reallocated funds are funneled into its ecosystem.
However, to meet these growth projections, the channel is faced with some issues that need to be addressed. Ad buyers have concerns regarding the RMNs’ ability to prove the value of their ad investment driven by a lack of standard and comprehensive measurement approaches. Both brands and retailers are also hampered by communication gaps and lacks in expertise regarding . . .
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