As Retail Media Networks Grow, Amazon is Changing the Game and Driving Consolidation

"As retail media networks (RMNs) continue to expand, marketers are facing an increasingly complex landscape. With more than 200 RMNs now out there, each operating differently with unique requirements, the options for advertisers are endless — and overwhelming.

Earlier this year, Amazon announced its Retail Ad Service, which could reshape the retail advertising landscape, offering retailers the ability to place and sell ads directly on their own ecommerce sites. Amazon’s strategy is just one way the industry is consolidating."

Read more from Basis Technologies' Amy Rumpler in Retail Touchpoints.