Amazon is challenging Facebook and Googles dominance in the advertising space, primarily becuase of its consumer spending data. Retailers are all seeking to capitalize on their understanding of their customers. Walmart recently announced an a platform to allow marketers to buy sponsor product placements. The value of offline purchase data is much greater than the programmatic assumptions of the past decade. This could lead to a much more fragmented market for the advertising industry.
https://www.marketingdive.com/news/the-rise-of-retail-media-networks-calls-for-standardization/589413/
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