As retail media booms, lines blur between performance and brand marketing budgets

Marketers and agencies are grappling with divisions over who exactly controls retail media spend, seemingly causing a trickle-down effect on how retail media deals are brokered.

The rise of retail media networks has happened fast. By 2028, retail media is expected to account for almost a quarter of all U.S. media spend, according to eMarketer. At the same time, retail media networks are positioning themselves as media companies, blurring the line between retail media networks as performance marketing channels and brand marketing channels. They’re also asking for brand dollars as well as increased spend commitments year over year to help maintain momentum and boost revenue, as Digiday has previously reported.

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