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Beyond the Big Five: niche retail media networks gain a look

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.

Signal from adweek.com · Joy Farber Kolo, Chief Innovation, Integration Officer, Weber Shandwick, Jonathan Rigby · read the original.

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