Retail media hits maturation curve, eyeing brand budgets with full-funnel makeover

It seems the ad networks have finally hit their maturation curve, inking partnerships with ad tech and off-site platforms to prove their value beyond lower-funnel conversions. 

Last week, a flurry of product, measurement and partnership announcements came out of this year’s Cannes Lions International Festival of Creativity from the likes of DoorDash Ads, Albertsons Media Collective and Walmart Connect. To media buyers, all signs point to a new, necessary — and more attractive — phase of growth for retail, commerce and ad networks.

“We’re seeing more convergence between commerce, media, and technology with new partnerships and capabilities designed to bring better targeting, measurement, and shoppability to every channel,” Chance Chapman, evp of innovation, growth and retail media at VML, said in an email to Digiday.

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