Retail media networks, or advertising platforms aligned with one specific retailer, are quickly gaining traction in the industry. Top retailers like Amazon and Walmart are investing heavily in these solutions. In fact, according to Merkle, a quarter of retailers received over $100 million in revenue on their networks in 2021.
On the other hand, advertisers can also consider a retail agnostic advertising strategy — when brands target shoppers on the sites and apps they organically engage with. This allows brands to advertise their products on several platforms and apps to meet consumers where they are most frequently on their mobile devices.
