Business Insider
The $200 billion retail media boom is causing headaches for CMOs
The newish marketing maxim that "everything is an ad network " becomes truer by the week. So, how do marketers feel about the explosion of commerce and retail media networks competing for their budgets?
"It's quite comical at times," Rob Edwards, head of media and digital at Arla Foods, told me.
Just last week, McDonald's and banking giant Citi became the latest entrants to the commerce media scrum. From DoorDash to Dollar Tree, gas pumps to freezer doors, if a company has a website, app, or screen, chances are it's got a media network in its sights.
With more than 200 retail and commerce media networks worldwide, according to one industry tracker, the space is becoming noisy and fragmented for CMOs.
A marketer working with six retail media networks is effectively running six different…
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