Retail Media’s 3 Biggest Challenges

This article is part of ADWEEK’s Ultimate Guide to Retail Media, sponsored by Walmart Connect

Retail media may be one of the ad industry’s fastest-growing sectors but it faces significant challenges in growing.

A need for consolidation, the lack of standard measurement, and confusion over where retail media budgets come from are three of advertisers’ major gripes about retail media. Solving these issues will be key to sustaining retail media’s expected growth. Retail media is expected to make $166 billion globally next year, up from $140 billion this year, according to Emarketer.

More consolidation

As advertising has proliferated across retailers and other companies like financial institutions and airlines, advertisers have a dizzying number of ad networks to spend money with.