Category: In the News

Marketers have to move on from their  “decision paralysis.”

With President Trump’s sweeping tariffs taking effect last week, and an additional 50% tariff threat to China yesterday plunging the stock market, companies are now tasked with the short order effects of the tariffs: Understanding how their brands will be impacted, what the increased costs will be and how they should manage those costs.

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For an industry expected to rake in nearly $62 billion U.S. ad dollars this year, or about 18% of digital ad spend, per eMarketer’s reporting, only one thing seems to be certain when it comes to retail media networks — and that’s uncertainty.

No doubt, retail media is booming. But when it comes to defining measurement in retail media, (or even what constitutes as a retail media network in a sea of more than 250 RMNs for that matter) or who pays for retail media network campaigns, the industry is still figuring things out. Meanwhile, economic headwinds and tariffs loom, causing marketers to push for more flexibility in their retail media spend commitments, in which retailers have been asking for bigger commitments year over year.

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