June 2, 2024

2 minute read

Brands have moved on from the retail media FOMO mentality of past years when a new retail media network (RMN) seemed to pop up weekly and brands felt a frantic pressure to invest in them all.

They’ve come to terms with a few key facts:

  • We’ll never have unlimited funds
  • New retail media networks will continue to pop up
  • Not all of these networks will be the best place for our next investment dollar anyways

Acknowledging these realities has led brands to more confidently focus on a small number of sizeable RMNs like Amazon Ads, Walmart Connect, and Target Roundel (among a handful of others).

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