Retail media networks face growing education and alignment gaps between brands and retailers
· 3h ago · Originally reported by Retail Insight Network
Retail Insight Network reports that retail media networks are contending with a widening gap in education and alignment as the channel matures. Retailers and brands reportedly differ in expectations and understanding of how retail media programs work. The article highlights the need for clearer collaboration as more players enter the space.
Why it matters
Retail media is one of the fastest-growing ad channels, and misalignment between retailers and brands can lead to wasted budgets and mistrust in measurement.
Explain it like I’m new here
It's like two teammates playing a game but never agreeing on the rules — retailers and brands need to learn the same playbook before retail media works well.
Read the original at Retail Insight Network
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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