Consumer brands often feel as if they have little choice when it comes to purchasing ads from retail media networks (RMNs), according to a new survey of its members by the Association of National Advertisers (ANA).
Eighty-eight percent of advertisers said they felt pressured by retailers to purchase ads to one degree or another. Forty-seven percent said that retailers exerted a lot (44 percent) or complete (three percent) influence over their buying decisions. Forty-one said that retailers exerted some influence and eight percent said a little. Only two percent said they felt no pressure to purchase advertising.
