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Inside Mars’s Retail Media Investment Matrix — Why Only the Top 6 Retail Media Networks Win
Last week at the Path to Purchase Institute LIVE conference, I heard something that most retail media networks probably don’t want to hear out loud: Mars has built a structured, data-driven investment matrix that decides exactly who gets budget and who doesn’t. In today’s episode, I’m breaking down what Mars revealed, why scorecards are becoming standard across major CPGs, and the uncomfortable truth hiding underneath all this new structure.
I dig into why even networks that “score well” may not see increased spend, the operational ceiling that keeps most brands locked into 5–6 RMN…
The skinny
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