The Retail Media Paradox: Why Billions in Ad Spend May Be Masking Eroding Margins
EXECUTIVE OVERVIEW Retail media—advertisements hosted directly on e-commerce platforms and digital storefronts, exemplified by industry giants like Amazon Sponsored Products—has evolved from an experimental marketing channel into the undisputed heavyweight of digital advertising. Driven by the death of third-party cookies, an explosion of first-party shopper data, and the allure of high-intent purchase environments, brands are…
