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1、JULY 2024Retail Media Networks:Optimism Tempered with C2|Retail Media Networks:Optimism Tempered with CautionINTRODUCTION.3BACKGROUND.7EXECUTIVE SUMMARY.8DETAILED FINDINGS.10Percentage of Marketers Using Retail Media in the Past Year.10Future Plans to Use Retail Media.11When Marketers Started Using

2、Retail Media .12Number of RMNs Used by Marketers.13Marketers Use of Individual RMNs.14Anticipated RMN Use in the Next Two Years.15Most Important Goals for Retail Media Campaigns.16Current View of Retail Media Investment.17Future View of Retail Media Investment.18Retailers Influence on Decision to Us

3、e RMNs.19Biggest Opportunities for Retail Media in the Future.20Biggest Challenges with Retail Media Today.21Internal Groups Responsible for Managing RMNs.22Sources of Funding for RMNs.23Role of Retail Media in National/Brand Equity Plans.24Retail Media Spending Incrementality.25Total Budget Percent

4、age Spent on RMNs.26Retail Media Tactics Used.27Marketers Future Spending Plans.28Most Important KPIs for RMNs.29Measurement Capabilities of RMNs Relative to Other Options.30How Marketers Are Handling Measurement of RMNs.31CONCLUSIONS.32ACKNOWLEDGEMENTS.36APPENDIX.37TABLE OF CONTENTS3|Retail Media N

5、etworks:Optimism Tempered with CautionWhile retail media networks(RMNs)have been around for well over a decade,with Amazon Advertising leading the charge back in 2012,they have really come into their own over the past three to four years.There are well over 50 retail media platforms in the U.S.,with

6、 more than 30 launched since 20211.RMNs are a source of newfound revenue,with fatter margins than retailers on-shelf offerings,so retailers are rushing headfirst into the marketplace.Some RMNs even aspire to become full-fledged media companies.Marketers have embraced RMNs,particularly CPG companies,