ANA：2024年零售媒体网络：乐观与谨慎报告（英文版）

While retail media networks (RMNs) have been around for well over a decade, with Amazon Advertising leading the charge back in 2012, they have really come into their own over the past three to four years. There are well over 50 retail media platforms in the U.S., with more than 30 launched since 20211 . RMNs are a source of newfound revenue, with fatter margins than retailers’ on-shelf offerings, so retailers are rushing headfirst into the marketplace. Some RMNs even aspire to become ful