What are retail media networks? These digital advertising networks are all about utilizing existing platforms to reach new audiences. Think about it: if you want to meet new people, you probably go hang out with your most popular friends, right? Or, if you want to make connections with a particular crowd, maybe you'll talk to your buddies who know certain people. Dave can get you into the D&D game next week, but only Sophia knows the rock-climbing crowd.

It's the same in advertising. If you always stick with the same advertising channels, you can only reach new customers if those people happen to start using that channel. But if you proactively seek out advertising space on platforms your target audience loves, you can make marketing magic happen.

And guess what 2.71 billion people worldwide are doing every day: shopping with online retailers. Many of these retailers make their channels available to brands, helping them reach audiences they'd struggle to engage using their existing online presence.