The planning and use of retail media is a key component in the delivery of shopper marketing campaigns.
Retail media channels have become established as important for promoting goods and services at or near or even further beyond the points of purchase and consumption.
Due to the specialized nature of retail media programs, advertisers are increasingly turning to dedicated retail media agencies to facilitate shopper-targeted campaigns.
Retail media agencies help connect retailers such as Walmart and Sam's Club with brands that are interested in presenting their message to consumers while they are navigating the path to purchase.
Networks can therefore provide narrowcast and broadcast audience buying solutions.