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Retailer Media Networks Are Coming, but Where Are They Coming From?

Like so many changes in commerce to date, the rise of retailer media networks can be traced back to Amazon.

The ecommerce giant introduced its media business in 2012 as it sought to monetize its own properties. And, along the way, it not only found additional revenue for other projects that may or may not forever change the way we shop, it also created the first truly legitimate challenge to the heretofore unshakable digital marketing duopoly of Facebook and Google.

A few years later, Walmart and Target joined the party and, insiders say, more retailers will follow in 2020.

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