The rise in Retail Media Networks (RMNs)

This raises an intriguing question: why are so many companies choosing to become publishers? In this episode, Peter V.S. Bond breaks down:

• The role of retail media networks in monetizing first-party data and offering closed-loop reporting.

• The challenges advertisers face with managing multiple networks and the lack of standardization.

• Insights from Digiday's study on Georgia-Pacific’s strategy, highlighting their consolidation of spending across seven networks after testing over twenty-five.

• The future of retail media networks, including the benefits for emerging and localized brands versus large enterprise brands.

• Recommendations for prioritizing networks with full-funnel ad units, strong measurable performance, and broad scale.