This raises an intriguing question: why are so many companies choosing to become publishers? In this episode, Peter V.S. Bond breaks down:
• The role of retail media networks in monetizing first-party data and offering closed-loop reporting.
• The challenges advertisers face with managing multiple networks and the lack of standardization.
• Insights from Digiday's study on Georgia-Pacific’s strategy, highlighting their consolidation of spending across seven networks after testing over twenty-five.
• The future of retail media networks, including the benefits for emerging and localized brands versus large enterprise brands.
• Recommendations for prioritizing networks with full-funnel ad units, strong measurable performance, and broad scale.
