The $200 billion retail media boom is causing headaches for CMOs
Source: Business Insider ·
The "everything is an ad network" marketing maxim becomes truer by the week. It's also making life more complicated for marketers.
From the source
McDonald's is one of the latest entrants to the retail media fray, which is becoming increasingly crowded for CMOs.Katy Blackwood/NurPhoto via Getty ImagesA version of this post appears in the CMO Insider newsletter.Sign up for Business Insider's weekly marketing newsletter.The newish marketing maxim that "everything is an ad network" becomes truer by the week. So, how do marketers feel about the explosion of commerce and retail media networks competing for their budgets?"It's quite comical at times," Rob Edwards, head of media and digital at Arla Foods, told me.Just last week, McDonald's and banking giant Citi became the latest entrants to the commerce media scrum. From DoorDash to Dollar Tree, gas pumps to freezer doors, if a company has a website, app, or screen, chances are it's got a media network in its sights.With more than 200 retail and commerce media networks worldwide, according to one industry tracker, the space is becoming noisy and fragmented for CMOs.A marketer working…