Retailers building their own platforms to sell and place ads for marketers is a business firmly in its boom period, with the looming deprecation of third-party cookies and demand for alternatives to digital’s old guard fueling a surge in interest. With a proliferation of retail media networks from big names like Walmart, Target, Home Depot and Macy’s — and some offerings hitting new levels of maturity — consumer packaged goods marketers are expected to shift more budgets to platforms that can closely tie advertising messages to the point of sale and tap into a wellspring of first-party data.
