"Retail Media Networks (RMNs) continue to expand, with over 200+ existing, each operating differently with unique requirements, including additional education and specific assets. Meaning the options for advertisers are endless – and overwhelming. Much like its social media advertising predecessor, RMNs suffer from fragmentation. Consolidation is necessary to make dollars work more effectively in RMNs."

Read more from Basis Technologies' Amy Rumpler in AdvertisingWeek.