Retail media is seeing a surge this year

There may be no bigger scramble in business right now than the race to dominate retail media. What was a relatively new concept just a few years ago has now been brought to the forefront of the digital advertising world, and looks primed to become one of the main sources of revenue for major brands. 

Perhaps nowhere is this more evident than at Cannes Lions, a global advertising festival held in France just weeks after the prestigious Cannes Film Festival. Cannes Lions attracts advertisers from around the world, and this year, retail media dominated the event; this comes as major retailers’ “online businesses continue to intersect with the marketing world,” said Marketing Brew. But how does retail media work, and why is it primed to dominate the advertising industry? 

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