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# Beyond the Big Five: niche retail media networks gain a look
- URL: https://www.medianexis.com/beyond-the-big-five-niche-retail-media-networks-gain-a-look/
- Published: 2026-11-14T22:16:04.000Z
- Updated: 2026-11-14T22:16:04.000Z
- Description: Adweek reports that smaller retail media networks outside Amazon, Walmart, Instacart, Target and Kroger can outperform the giants for brand equity and niche-community targeting, even though the Big Five control 90% of addressable retail media spend.
- Author: Medianexis Signals Desk
- Tags: Retail-media, Joy Farber Kolo, Chief Innovation, Integration Officer, Weber Shandwick, Jonathan Rigby, Adweek: retail media niche beyond the Big Five

*Signal from* [*adweek.com*](https://adweek.com/?ref=medianexis.com) *·* [*Joy Farber Kolo*](https://www.medianexis.com/tag/by-joy-farber-kolo/)*,* [*Chief Innovation*](https://www.medianexis.com/tag/by-chief-innovation/)*,* [*Integration Officer*](https://www.medianexis.com/tag/by-integration-officer/)*,* [*Weber Shandwick*](https://www.medianexis.com/tag/by-weber-shandwick/)*,* [*Jonathan Rigby*](https://www.medianexis.com/tag/by-jonathan-rigby/) *·* [*read the original*](https://www.adweek.com/commerce/7-niche-retail-media-networks-worth-your-budget/?ref=medianexis.com)*.*