Retail media advertising is on a global trajectory virtually unparalleled compared to just about every marketing channel in the history of advertising.

In 2018, brands spent just $41 billion globally on the emerging channel. By the end of 2023, it will have tripled to $125 billion. In the first era of retail media, early adopters lauded the incredible targeting and ROI. In the second era - fueled by the rapid ecommerce penetration brought on by the pandemic - just about every product brand now includes retail media as a major line item in their annual media plans.

We are entering the third era of this channel's growth, where early best practices are outdated, and the oversaturation of the auctions and marketer interest requires a new approach; retail marketers need to up their games and sophistication level in order to remain efficient and continue generating impressive returns.