Retailers see marketplace and retail media as lucrative opportunities, but implementation is complex. Amazon’s platform illustrates the potential for third-party sellers, leading to Walmart’s entry into this space. Walmart is focused on attracting premium brands while dealing with third-party sellers that represent significant revenue. Balancing the needs of large brands against smaller sellers presents a challenge. WPP's new approach with Mastercard aims to enhance marketing effectiveness across various channels, shifting the dynamics in agency relationships and brand collaborations.
Amazon demonstrated the power of an open platform for third-party sellers, with hundreds of random accounts peddling Nike shoes, Cuisinart appliances, Coca-Cola beverages, etc., alongside original brands.
Walmart needs to attract new, well-known brands to sell in stores, particularly premium beauty and personal care products, while navigating the complications of third-party sellers.
Despite being smaller and no-name entities, third-party sellers are the beating heart of the ad business, making it challenging to please both big brands and smaller sellers.
WPP's connected approach across paid media, social engagement, and business enablement will increase its impact across the entire marketing ecosystem.
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