Six Ways RMNs Might Kill the Golden Goose
Brands Will Be Right to Complain If RMNs Can’t Break Their Bad Habits
Retail media has everything going for it right now.
Dollars are still flooding in, and its best days are—or at least should be—well ahead of it. Because the future of retail media is the future of ALL media. As both a channel and a layer, retail media will continue to carve out larger slices of the most important ad markets today: search, display, social, and TV, to name a few.
At the same time, there’s growing discontent from brands over the rise of retail media. Many traditional marketers resist the change this paradigm shift represents. Others have grown weary of ecosystem complexity, lack of standardization, and the fraught dynamics it introduces to the retailer-brand relationship.
This is clouding their ability to see retail media’s real value: helping brands grow through the powerful combination of branding and performance.
If RMNs want to keep asking for more budget, they’ll need to earn it—by engendering trust and delivering proof these investments are paying off.
RMNs risk being seduced by allure of digital advertising playbooks more reliant on claiming attribution credit (whether deserved or not) than delivering true marketing effectiveness for brands.
If RMNs don’t proceed with caution, here are six ways they might kill the golden goose.
