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"Brands spent at least $5 billion on retail media in 2020. That’s not a typo. We estimate based on our latest retail media research that enterprise advertisers spent at least $5 billion in retail media networks such as Amazon, Target, Walmart, and others in 2020. Why? Because consumer packaged goods brands, consumer electronics brands, and many other brands that sell through retailers want to influence the customer at the digital point of sale. Retail media helps them do just that, as well as be able to better measure performance from their investments."
Centro is among the retail technology solutions for brands that Forrester has identified.
Read more on Forrester's blog.