Is a retail media shakeout coming?

It’s going to be a competitive year for retail media. Branded entertainment is seeing a resurgence. Our top stories of 2023 Shakeout for retail media Retail brands have seen success in recent years selling ad space on their websites and within their apps – leveraging their relationships with consumer brands to stake a claim on a portion of their ad budgets. The pandemic helped: a boom in e-commerce created the perfect conditions for retail media to thrive. In essence, some retailers turned into quasi-media companies. But as the landscape matures and evolves, some retail media will fare better than others. A Bain&Company survey of ad decision makers found that 50% of U.S. advertisers plan to consolidate ad spend with