How media buyers view the retail media landscape — from Amazon to Walmart to Wawa

Whether it's the latest on the demise of the third-party cookie or going deep on the latest RMN offerings, Digiday+ unlocks an edge for media and marketing leaders through a set of exclusive benefits and features. Recently, members have had access to a look at how media buyers view the retail media landscape — [comparing everyone from Amazon to Walmart](. Get a taste of this member exclusive below and [subscribe]( to unlock an edge with full access to original research, exclusive content, reports and guides, member events and much more. [SUBSCRIBE]( [How media buyers view the retail media landscape — from Amazon to Walmart to Wawa]( [By]([Kimeko McCoy, sr. marketing reporter]( [Today’s retail media network landscape could be compared to the California gold rush of the 1800s. Google’s third-party cookie is finally crumbling, making gold out of the alternative first-party data as retailers chase audience insights.]( [The promise of wealth, or in this case, ad dollars, has the marketplace heating up with scads of retailers, from first-movers like Amazon to newcomers like Wawa convenience store — even to the unsuspected like Cars.com automotive company.]( [By the end of this year, retail media ad spend is expected to make up one-fifth of worldwide digital ad spend, scooping up $140 billion, which is up from the forecasted $115 billion in 2023, according to eMarketer]([.]( [Retail media is a growing space, no doubt. Especially as advertisers are eager to plug the holes Google’s third-party cookie deprecation is leaving behind. But that growth has led to fragmentation as agencies grapple with where to spend client ad dollars that’ll give the most bang for their buck.]( [“From where we sit as an agency, it’s certainly making our lives and our day-to-day work more exciting, more challenging,” said Ethan Goodman, evp of digital commerce at The Mars Agency.]( [In regards to the biggest players in the space, like Amazon Ads, Roundel (Target’s retail media business), Walmart Connect and Albertsons Media Collective, he said, “They have significantly improved and scaled their capabilities — their audience and targeting capabilities, their measurement capabilities. Really practically, they’ve improved their channel offering and the breadth of their channel capabilities.”]( [Digiday caught up with Goodman and other agency executives to talk about how the retail media competition is looking — and the players most on their radar.]( [READ MORE]( Recent Member Exclusives [Future of TV Briefing: Ad buyers, sellers ‘don’t anticipate a major currency shift’ in this year’s upfront]( [READ MORE]( [Pitch deck: How Amazon is selling ads on Prime Video to advertisers]( [READ MORE]( [Digiday+ Research deep dive: TikTok is getting even more marketing spend from brands and retailers]( [READ MORE]( [Share]( [Tweet]( [Share]( [Forward]( Digiday Media 462 7th Ave Office 06-01 New York, NY 10018 You received this email because you're signed up to receive email from Digiday. Unsubscribing will remove you from ALL Digiday email. [Preferences]( | [Unsubscribe](