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Tesco’s retail media push adds creators to in-store screens

The Drum’s Kristina Kaganer writes that Tesco is folding influencer content into its retail media network, putting creators alongside brands on in-store screens as part of a broader shift toward upfront-style selling.

Why it matters. Brands now have to negotiate shelf-screen placement alongside creators, widening who competes for the same retail media budget.

Signal from thedrum.com · Kristina Kaganer · read the original.

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