The retail media landscape, valued at $140 billion globally, is heavily skewed towards Amazon and Walmart, who command 85% of the advertising spend. Smaller networks like Best Buy Ads and DoorDash are working to differentiate themselves by expanding ad formats and partnerships. Recent initiatives, including Best Buy's Social+ program and DoorDash's new advertising features, highlight attempts to attract more ad dollars. Experts believe that if these smaller networks leverage their data effectively, they could carve out a more profitable niche despite competition from the giants.
Retail media is a $140 billion global business, where 85% of ad spend goes to Amazon and Walmart, leaving 15% for other retail media networks.
If these small networks can play their data cards right, they can set themselves apart from Walmart and Amazon, as sometimes niche is more profitable than scale.
Best Buy Ads announced Social+, allowing brand partners to reach audiences on Meta platforms, while other networks are expanding their ad offerings and capabilities.
Despite being a crowded market with over 250 retail media networks, Amazon and Walmart dominate, leading smaller players to innovate in order to capture more ad spend.
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