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.
