The business of retail media is booming, turning retailer ad revenue into a fast-growing profit center. Other industries are taking notice and now looking to cash in on their own first-party data and media assets. The industry is barreling toward what could be called peak ad network, as everything from financial corporations to real estate companies look to get in on the ad network frenzy.
Retail media, once a catch-all term for retailer-run ad platforms, has expanded into something much broader. And as the definitions evolve, so too, do the implications for strategy and spend.
“I hate to say this, but we have to define the definition [of ad networks] because it means different things to people,” said Elizabeth Marsten, vp of commerce Media at Tinuiti.
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