Media networks are retailers’ hottest new accessory; in fact, the sheer number of retailers that have developed retail media networks (RMNs) in the last two years is impressive, almost to the point of being overwhelming.
The list, which changes nearly every day, now includes everyone from platforms like Shopify; multi-category merchants like Macy’s, BJ’s Wholesale Club and Lord & Taylor; category specialists like Best Buy and HelloFresh; and even commerce intermediaries like Instacart and Uber. Which begs the question, is the demand for retail media big enough for everyone to win? The short answer is “no.”
