The Rise of Retail Media: A New Competitive Battleground

Retail media is rapidly emerging as a new competitive battleground, reshaping supplier and retailer strategies and relationships.

Best-in-class suppliers make significant investments in retail media, aligning their media spend with retailer strategies and leveraging data-driven insights to drive results. At the same time, retailers are evolving into media agencies, offering full service media solutions and collaborating closely with suppliers to engage with shoppers in new and distinct ways.

This report explores the effect of retail media’s impact on supplier-retailer relationships, drawing on the analysis of over 7,500 comments by industry experts collected from Advantage Report insights.