Home The Big Story Nope, We Haven’t Hit Peak Retail Media Yet

Nope, We Haven’t Hit Peak Retail Media Yet


Just when you thought there couldn’t be any more retail media entrants, new offerings sprouted this spring.

In the past few weeks, United Airlines launched an ad offering; Costco said it’s building out an ad network; the leader of Uber’s retail media efforts, Mark Grether, hopped over to PayPal; Expedia is seeking to grow its retail media business; and Chase upped its retail media offering.

On this week’s podcast, we bring on our commerce specialist, Senior Editor James Hercher, to explain how these announcements fit into the rapidly growing retail media space. What’s driving this growth? Companies are chasing Amazon, which spun up an online advertising business to the tune of $11.8 billion just during the first quarter of this year.

But many of the brands “entering” retail media have operated advertising businesses for years  under the umbrella of “shopper marketing.” For those who think retail media is a bubble, it will behoove them to remember the retail media business predates its current form. Grocery store end caps and direct mail “offers from our partner,” we salute you!

We also dissect Madhive’s recent acquisition of Frequence, which offers ad sales software that helps media companies manage their workflows from campaign planning to optimization. Madhive, a DSP that started out doing local reach extension for media companies, raised $300 million last year to fund acquisitions, though it didn’t name a deal price for this one.

From the outside, the two companies look like an odd couple, but the deal signals a few trends: the consolidation of buy-side and sell-side tech, everything becoming programmatic and the allure of companies with hooks in CTV.

Must Read

Comic: What's your pick?

Google Says It Won't Deprecate Cookies In Chrome After All (?!)

You read that headline right: Google is seriously considering scrapping its plans to deprecate third-party cookies in Chrome. Instead, it’s proposing some kind of TBD opt-out tool for third-party cookies.

Comic: An ID Bridge Too Far?

Programmatic Companies Wrestle With ID Bridging And What Counts As Fraud

In January, the Chrome browser removed third-party cookies for 1% of users, to facilitate testing of the Privacy Sandbox –  and a new controversy was born.

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.