"Retail Media Surges as Advertisers Shift from TV to Direct Brand Engagement"
Advertisers are increasingly shifting their spending from traditional TV to retail media networks like those of Amazon, Walmart, and Kroger, which are expected to see ad spending more than double by 2027. This shift is driven by the valuable first-party data these retailers provide and the decline in traditional TV viewership. Retail media networks offer a new frontier for reaching consumers directly at points of sale, leveraging digital screens, websites, and apps to optimize ad exposure and effectiveness.