Retail Media Networks

Retail media networks are among the fastest-growing ad marketplaces in the USA, and a wide array of technologies are emerging to help advertisers take advantage of the opportunity, from ad creation, placement, targeting and optimization. Just to remind you, a  retail media network is an ‘advertising infrastructure that comprises a collection of digital channels (e.g., websites, apps) that are offered by a retail company to third-party brands for their various advertising purposes’. In the AfCFTA proposed Digital Trade Protocol, we have argued that there is a clear line between traditional advertising and the promotion of goods and services carried in an e-shop or platform. Now I wonder if retail media networks are blurring that line. Do let me know your views ([email protected]).