03/15/2025
What if much of what you thought you knew about retail media networks is wrong? I've been tracking a troubling misalignment between where products are distributed and where retail media ads are distributed.
A handful of RMNs are capturing the lion's share of the spend, leaving essential regional and independent retailers at severe disadvantage.
There's a power imbalance at play - and need to consider fairness as well as self-interest as they consider their strategies.
Those issues were earnestly addressed by panelists at the recent National Grocers Association in Las Vegas. Participating CPGs seemed to understand they need to find ways to support ALL their distribution partners in a fair and equitable manner.
Are confederations of in-store networks part of the solution? I'll be reporting on that question in a few weeks. CPGs who have a position on that, please weigh in here or message me directly.
Retail media scale: How CPG brands confront this in their spending plans, and the perils for regional and independent retailers
