There are now more than 200 retail media networks on the market, in various states of growth or stasis.

In turn, retailers are looking to grow their retail media businesses by running ads in more places – extending advertising opportunities in-store, and even through audio. They’re striking deals with social media companies like Meta or Pinterest, or CTV devices like Roku to use their vast trove of first-party data to help brands reach relevant shoppers on other properties. And, they’re adding more self-service capabilities and automating parts of the advertising process whenever possible.

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