Latest / Retail Media Breakfast Club
Why Real-Time Bidding Is Retail Media's Next Frontier
This episode delves into the current landscape of retail media where Amazon and Walmart dominate market share, yet there are over 70 competing retail media networks in North America. The host Kiri Masters explores the fragmentation and inefficiencies brands face when managing multiple retail media relationships. She introduces real-time bidding (RTB) as a transformative solution to unify and standardize retail media, drawing parallels from its impact on digital display and connected TV advertising. The discussion covers the advantages of RTB in creating scale, enhancing measurement and…
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