Retail media’s consolidation wave arrives as DoorDash buys Instacart
Adweek’s Lauren Johnson reports that retail media’s long-awaited consolidation is landing in 2027, with more than two hundred fifty retail media networks now competing for ad dollars.
Why it matters. Advertisers gain leverage to consolidate spend around fewer, larger retail media players as scale and first-party data become the deciding factor over sheer network count.
Signal from adweek.com · Lauren Johnson · read the original.
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