With the rise of retail media networks, marketers continue to grapple with lack of standardization
The rapid growth of retail media networks in recent years has certainly created more competition for marketers’ retail media ad dollars.
And that growth isn’t yet slowing down anytime soon, according to Kelly Leger, managing director, advertising, marketing and commerce for Deloitte Digital, who said on stage at the Digiday Programmatic Marketing Summit in New Orleans this week that the firm is tracking roughly 45 retail media ad networks based in the U.S. and approximately 80 globally with more to come.
That’s not to say there will be an endless number of retail media networks in the near future. While others are expected to launch new networks, industry experts expect that there will be some form of consolidation in the future.
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Source:: Digiday
