'There’s not enough money to go around': Agency execs sound off on promises of burgeoning retail media landscape

With more players entering the retail media landscape, agency execs sound off on how to divvy up ad dollars. April 05, 2024 [PRESENTED BY]( ['There’s not enough money to go around': Agency execs sound off on promises of burgeoning retail media landscape]( Retail media’s rise is a [trend that’s not expected to slow anytime soon](, especially as the fallout from Google’s third-party deprecation continues to escalate the importance of first-party data. Additional coverage: - We’ve been inundated with talk of M&A in ad tech and headlines hyping up the next wave of deals. [We break down the key factors driving it all.]( - Earlier this year, Digiday+ Research predicted that [publishers would depend less on subscriptions]( as a revenue driver as they moved further into 2024. According to a recent survey, that prediction might be coming true. - Publishers are [testing generative AI technology to improve the search functions]( on their sites, in a bid to improve reader engagement, provide answers to readers’ queries using their own content archives and — in some cases — create an added value for paying subscribers. - Semafor's CRO discussed [how she's leading the media start-up's sales team]( in achieving profitable months. - Our most-read story this week: [Why performance marketers are shifting their priorities to build the brand]( Other things to know about - The [Future Leader Awards]( are your chance to recognize up-and-coming leaders in your company. Past winners include talent from SixDegrees, LG and more. Your last chance to submit is Friday, April 26. - Brands are seeking future-proof solutions that will [mobilize privacy-compliant first-party data]( and connect marketing activations to business outcomes. Sponsored by Wpromote. - The advertising industry is already self-regulating through several initiatives to [promote greater carbon emissions transparency](. Sponsored by Cedara. Top Stories Ivy Liu [Retail Revolution]( ['There’s not enough money to go around': Agency execs sound off on promises of burgeoning retail media landscape]( With more players entering the retail media landscape, agency execs sound off on how to divvy up ad dollars. howdy! [Navigating Economic Instability]( [A closer look at what's driving (and will continue to drive) M&A in ad tech in 2024]( There’s a growing buzz about a resurgence in dealmaking activity. SPONSORED BY [Logo] [For TV for any mood, audiences are tuning into Pluto TV]( [img]( Pluto TV is the leading free streaming television service. It delivers hundreds of live linear channels and thousands of titles on-demand, offering audiences entertainment to fit any mood. Whether viewers are in the mood for an action-filled adrenaline rush, a deep belly laugh from their favorite comedy or ready to play detective on one of the many true-crime channels, Pluto TV has something for them to enjoy—for free. [Learn More]( [Sponsored by Papercup]( [Why publishers are using AI to expand distribution and grow audiences]( As reducing overhead costs and maximizing revenue become more important for digital publishers, they’re evaluating how AI can help them meet their goals, such as making content available in other languages to grow audiences, engagement and monetization. howdy! [Strategizing for the Future]( [Digiday+ Research: Publishers turn their focus away from subscriptions]( Early on this year, Digiday+ Research predicted that publishers would depend less on subscriptions as a revenue driver as they moved further into 2024. According to a recent survey, that prediction might be coming true. [Sponsored by Klaviyo]( [How e-commerce brands are measuring the effectiveness of their tech stacks]( As brands grow and customer demand increases, existing tech stacks often need help to scale effectively. howdy! [Generative AI]( [Publishers give on-site search a long-needed upgrade in the form of AI chatbots]( Publishers are testing generative AI technology to improve the search functions on their sites, in a bid to improve reader engagement, provide answers to readers’ queries using their own content archives and — in some cases — create an added value for paying subscribers. Advertisement [Sponsored by Future]( [Virtual event: How influencers are helping QSRs, CPG brands and more connect with gamers]( Register for this virtual event on April 10 at 1 p.m. ET to learn how brands of all kinds are leveraging gaming publications such as PC Gamer to develop loyal communities. howdy! [Beyond Ads]( [How Semafor's Rachel Oppenheim is prioritizing predictability in the ad business]( Semafor’s CRO discussed how she’s leading the media start-up’s sales team in achieving profitable months. howdy! [The Programmatic Marketer]( [Ad tech’s movers and shakers are readying a resurgence of M&A activity]( AdTheorent’s exit augurs further ad tech exits from the public markets. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](