Retail media’s tech gap isn’t the tools — it’s the org chart
The Drum’s Kiri Masters reports that a Drum column traces four eras of retail media tech, from in-house builds to composable cloud stacks to AI-ready data, arguing today’s networks have more good technology available than ever but little organizational appetite to install it.
Why it matters. Networks that chase composable, AI-ready stacks without the budget cycle or org runway to match end up in the “squeezed middle,” stuck with neither scale nor differentiation.
Signal from thedrum.com · Kiri Masters · read the original.
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