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There was an inflection point within retail media not too long ago when the sheer number of retail media networks teetered on becoming overwhelming. During this period, every week seemed to bring the announcement of a newly formed network. This piling on of sorts triggered an industrywide feeling of inundation.
It was felt by agencies scrambling to keep up with an ever-growing number of networks. It was felt by brands as more and more retailers were peddling first-party data.