The Rise of the Retail Media Ad Networks Retail Media Therapy EP48 with Viv Craske, Colin Lewis & special guest Dean Harris, Head of Co-op Media Network Retail media is entering a new phase: as advertisers demand more scale, speed and simplicity, are aggregated “super RMNs” the answer to an increasingly fragmented market? In this episode, Viv and Colin are joined by Dean Harris to explore the rise of retail media aggregation, following the launch of RMX by PlanApps from SMG and the Dunnhumby Network Alliance, bringing together retailers including Tesco, B&Q, John Lewis and Waitrose. What we cover: Why aggregation is happening now: Advertisers are being asked to achieve more with fewer resources, increasing demand for media that is easier, faster and more connected to buy. Consolidation vs. curation: Rather than every RMN merging into one giant network, the future may involve curated portfolios of complementary retailers.The “rocks, pebbles and sand” model: Large-scale walled gardens could become the “rocks”; differentiated specialist networks the “pebbles”; and aggregated networks the “sand” that efficiently extends audience reach. The audience opportunity: The real value of super-networks may not simply be putting more inventory in one place, but enabling advertisers to reach valuable audiences across retailers and sectors through a single buying point. Lessons from programmatic: Aggregation can bring efficiency and scale, but it can also put pressure on CPMs, pricing control, differentiation and retailer-client relationships. The risk of the “squeezed middle”: RMNs without sufficient scale or differentiation may struggle to attract agency attention unless they find a compelling role within an aggregated ecosystem. The strategic choices for RMNs: Retailers need to decide whether to build scale, own a specialist position, participate in aggregation, or potentially become aggregators themselves. Why proposition should come before product: Dean argues that RMNs should define their proposition first and then use it to determine where to compete, lead or follow. Key takeaway: The future of retail media may not be about every retailer trying to become bigger. It could be about knowing exactly where you fit in the media plan. For Co-op Media Network, Dean sees the opportunity in being a differentiated specialist: not necessarily the biggest network, but one that can make campaigns work harder. The bigger question for the industry is whether aggregation can deliver the scale and simplicity advertisers want without triggering the same commoditisation and pricing pressures seen in programmatic media. Listen in for a lively debate on super RMNs, audience-based buying, the future of retail media consolidation, and what retailers should do next. About the podcast Retail Media Therapy is hosted by Viv and Colin and explores the challenges, opportunities and big questions shaping the world of retail media. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy for more information.
