Keith Bryan's journey in retail media began in 2004 when he realized that Best Buy was functioning like an advertising business, driven by vendors eager to access its customers.
Retail media networks are projected to account for one-fifth of global digital ad spending in 2024, a significant increase reflecting a growing market.
Walmart's advertising segment is a major income contributor, accounting for almost one-third of its operating income, showcasing the profitability of retail media.
The growth of retail media is attributed to its straightforward model of running ads on websites and apps, which is proving to be very lucrative.
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