ADWEEK Advantage is part of a series where every month, our top editors interpret what happened in each vertical, and what it means for the future.
Retail media is preparing a new story.
After years of building advertising businesses that monetize ecommerce and in-store traffic, retailers are revamping their advertising pitches with new formats that target larger brand budgets than they’ve traditionally had access to.
It’s not new for retail media execs to speak about the need to diversify their ad businesses beyond the core search and display ads that have propped up their ad ambitions. But in the past couple of months, new formats like branded content and streaming TV have given brands a look at what the next phase of post-search retail media actually looks like.
