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United’s retail media retreat raises doubts about commerce media’s ceiling

Next in Media’s Mike Shields reports that United Airlines is folding its Kinective Group retail media network into its loyalty program, a pullback that follows a leadership change at the airline.

Why it matters. If marginal retail media networks keep stalling, advertisers gain leverage to demand consolidation around platforms with real transaction scale, like Amazon or Walmart.

Signal from Next in Media · Mike Shields · read the original.

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