The U.S. retail media market, now valued at $45 billion, is growing as brands leverage e-commerce to access targeted audiences and data insights. However, competition is fierce, with advertisers spreading budgets across multiple networks and shifting spend if needs aren't met. Key to success for retail media networks (RMNs) is delivering unique performance, audience access, and transparent reporting. Top advertising channels include on-site display and video. Advertisers are willing to pay premiums for enhanced features that aid decision-making, but pain points like poor data sharing and high costs need addressing

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