![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFYtHkSOHP2NPdKcCTpSgvjLirhvy8kkMnpDnDisytKxEPp3xeKTrp7n4bL6MO5ueOCjX4LlXt9o3uc119jOvx9hF5lDJqTmGIDuv6KZXbZbpl8vOM7JQxeiGWP52Wv0jT5SJeke9NJkf0/w640-h256/Retail+Media+4.png)
Let’s talk about retail media.
More specifically, the reasons underlying all the excitement about – and investment in – retail media networks (RMNs) launched by major retailers, which is the focus of this article, Part 2 of a 4-part series.
In Part 1, I covered the origins and definition of RMNs; in Part 3, I will paint a picture of where different retailers stand in their journey of launching their respective RMNs; and in Part 4, I will offer my hypotheses on what needs to happen in the retail media space for RMNs to live up to their widely publicized potential.