Retail Media's Rapid Growth Threatened By Fragmentation, Complexity, Platform Gaps
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As retail media networks (RMNs) proliferate and the boundaries between retail and programmatic advertising blur, a new report from adtech platform Koddi suggests the industry’s meteoric rise may be hitting operational turbulence.
Once dominated by tech titans Amazon and Walmart -- who together generated more than $60 billion in ad revenue last year -- the retail media space has ballooned to more than 200 networks, each vying for a slice of a fast-growing pie. Yet despite the surface-level boom, Koddi’s report warns that many RMNs face serious challenges in scalability, usability and long-term sustainability.
Once dominated by tech titans Amazon and Walmart -- who together generated more than $60 billion in ad revenue last year -- the retail media space has ballooned to more than 200 networks, each vying for a slice of a fast-growing pie. Yet despite the surface-level boom, Koddi’s report warns that many RMNs face serious challenges in scalability, usability and long-term sustainability.
