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The future of retail media networks: Here's what the numbers say [Yahoo! Finance]
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Nearly two-thirds of marketers increased their investments in retail media in 2024, even with lackluster performance and measurement concerns, according to a report from Forrester. With the vast majority of retail media networks launching in the past five years, the space has become crowded with competition. Additionally, the retail media ecosystem has largely failed to deliver on promises surrounding data usability, leaving many marketers frustrated. “There's a divergence between retail media, sponsored content and its reality,” said Nikhil Lai, senior analyst at Forrester. “There's a gap, and to close the gap retail networks have to act more like media publishers than retailers.” “The State of Retail Media, 2025” evaluates previous reports and incorporates supplemental information from numerous organizations to predict how the retail media industry will look in 2025. Additionally, Forrester looked at Google trends, SEC filings and other data to update the report for 2025. It'
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