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November 2, 2023 16 minutes

The US Retail Media Market: Understanding the Ad Buyer’s Perspective in CPG

Deep Dive
Retail Media Technology
Primary Analyst:
Manik Bhatia
Head of Cobranded Research
Contributors
Primary Analyst:
Manik Bhatia, Head of Cobranded Research
Sector Lead: Steven Winnick, Vice President—Innovator Services
November 2, 2023 16 minutes

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Reasons to Read

Ad buyers increasingly expect more from retailers’ retail media networks (RMNs), including more personalized and targeted ads. Retailers must align their offering with market shifts to forge the best path forward in reaping incremental benefits from retail media.

In this report, we explore the fast-growing US retail media market from the perspective of CPG brand advertisers to understand how retailers can improve their offerings and gain a competitive edge, based on proprietary Coresight Research survey data.

Readers will learn about the importance for retailers to differentiate their retail media offering, with key insights across the following:

  • The plans of ad buyers to invest in promotional tools and fund retail media advertising
  • The number of RMNs used by brand advertisers
  • Challenges that ad buyers face in working with RMNs
  • RMN attributes that positively influence brand advertisers’ spend
  • The opportunities presented by self-serve platforms

This report is produced, and made available to non-subscribers of Coresight Research, in partnership with NIQ, a leading consumer intelligence company that partners with global consumer goods companies and retailers to provide a forward-looking “Full ViewTM” into consumer behavior through comprehensive data sets and actionable insights.

Other relevant research:

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This document was generated for

Retail Media Technology

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