Latest / Retail Media Breakfast Club
Why Long-Tail Advertisers Are Becoming Retail Media’s Biggest Growth Engine
In today’s episode I dig into a surprising and quietly powerful engine of growth for retail media networks: long-tail advertisers. While major CPG brands continue to cap their RMN partnerships at around six networks, retailers are pouring investment into Amazon and Walmart-level capabilities, hoping to win those national budgets. But the ceiling isn’t moving… so where’s the growth coming from?
New data from Pentaleap's 2025 Sponsored Products Benchmark Report shows exactly where the action is. Retailers who are activating their long-tail ecosystems — smaller brands and third-party sellers —…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.