Why More Retailers Have Media Networks And What The Rise Means For Agencies

By creating its own retail media network earlier this month, Lowe’s jumped on a hot trend that is poised to get even hotter in 2022. A growing list of companies that years ago acted solely as ad buyers are now selling ads to outside brands looking for exposure on retailer-owned websites, email lists, apps and more. Home Depot, Macy’s, Dollar Tree and Best Buy have all created or expanded existing media networks in recent years. They’re all seeing that there’s money to be made by leveraging the reams of data they have on shoppers by offering targeted ad placements to brands that are seeking to reach consumers at the right place and time. Read more at Ad Age.