The Case for Being a Latecomer to Retail Media Networks
· 23h ago · Originally reported by Next in Media | Mike Shields
Next in Media's Mike Shields makes the argument that entering the retail media space later can actually be an advantage. The piece challenges the assumption that early movers in retail media networks hold insurmountable lead.
Why it matters
Retail media is one of the fastest-growing ad channels, so the question of timing matters for networks, brands, and tech vendors deciding where to invest. Late entrants may benefit from proven playbooks and clearer standards.
Explain it like I’m new here
It's like joining a game of tag after the rules have been figured out — you might run smarter even if you started later.
Read the original at Next in Media | Mike Shields
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.
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