As Retail Media Grows Rapidly, Advertisers Are Uncertain Where To Spend

Early on in the pandemic, retail media was among the small list of winners as advertisers followed consumer behavior and moved ad dollars to online retail and grocery media channels. It’s no surprise then that in the months since retailers like CVS and Home Depot have built up and started to pitch their own retail media offerings. And just last week, Walgreens unveiled Walgreens Advertising Group (WAG), making it the latest retailer to vie for advertisers’ dollars. While advertiser interest in retail media has been growing in recent years — access to retailers’ first-party data has become more and more appealing as the third-party cookie crumbles — that growth has accelerated due to the pandemic. Read more at Digiday.