Great overview by AdExchanger’s Allison Schiff over what’s missing in the fast-growing #retailmedia segment: “better measurement, more transparency, and (…) standardization.”
Standardization is an issue because each RM network is its own walled garden.
85% advertisers feel pressured by retailers to buy from the latters’ RM networks according to the @ANA – a digital version of retailers’ #slottingfees – “pay me money so I will display your product prominently on my shelves.”
Brands Want To Spend More On Retail Media, But They’re Reluctant (adexchanger.com)
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