Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Marketing Through Retail Media Networks
Episode 81 of The CMO Podcast dives into retail media networks — the fastest-growing ad channel in 2026. Lucas and Luna break down how Amazon's $50-billion-plus ad business forced traditional retailers like Walmart and Target to build their own media networks. They examine the CMO dilemma: retail media offers closed-loop attribution and first-party data, but brands risk losing control over pricing and customer relationships. Specific examples include how a mid-size CPG brand shifted 30 percent of its digital budget to retail media and the 'tax' debate — where retailers demand…
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