On the heels of explosive growth in spending on retail media networks (RMNs), nonretail verticals are adapting the media model in an effort to monetize their own first-party data.
Key stat: More than half of brands (58%) and agencies (51%) are interested in retail media-like offerings from verticals besides retail.
But advertiser appetite is yet to be tested, and the dynamics of different verticals present unique challenges, indicating an uncertain future for commerce media networks.