Retail Media Networks: Optimism Tempered with Caution

Retail media is the fasting growing ad channel today and is projected (by EMARKETER) to account for more than one-fifth of total U.S. ad spending by 2027. Marketers have embraced RMNs, first as a cost of doing business with their established retail partners, then as an effective and proven driver of sales, and more recently as potential “full-funnel” partners (i.e., to drive awareness and consideration as well as conversion). The value of RMN first-party data cannot be understated. However, since RMNs are walled gardens — i.e., ad ecosystems that don’t share data — there are measurement challenges as marketers have difficulties making apples-to-apples comparisons between RMNs.

This webinar will provide an overview of new ANA research – Retail Media Networks: Optimism Tempered with Caution – based on a survey of ANA members as well as qualitative follow-up. We’ll explore areas including: biggest opportunities for retail media, biggest challenges, most important KPIs, sources of funding, and more.