There will be no religious talk in this article, but I will pose a challenging question. Is the shiny new toy of retail media everything the market has made it out to be, or is there a second wave of transformation needed for marketers to make the most of their investments?
From a simple point of view, retail media has exactly what advertisers want: a direct connection to the consumers who are on a site to, hopefully, shop for a product or category of products.
