And retail media search is far from done. It still has plenty of runway as the dozens of newer RMN entrants evolve their offerings. But the dawn of a new era is emerging.
Brands are quickly transitioning into the Retail Media 2.0 era.
As RMNs get serious about using first-party data for targeting display, video, and streaming TV ads—often by partnering with third-party publishers and media companies—brand dollars are migrating into these formats. That means retail media will become as much about branding as it is about performance advertising.