Retail media networks open off-site inventory to rivals
Large retail media networks are starting to let competing brands buy their shopper audiences on external sites, a step away from the walled-garden model.
The change
Until now, off-site campaigns were limited to brands sold in the retailer’s own stores. New terms allow category competitors to target the same audiences outside the retailer’s properties.
Implications
Brands gain scale, but suppliers fear their data now benefits rivals. Retailers argue that stricter aggregation keeps individual purchase data protected.
Agencies expect budgets to follow, reinforcing the consolidation discussed in Holding groups merge data units into single offer.
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