Why Walmart’s New DSP With The Trade Desk Is a Sign of Things to Come

Retail media is getting more creative, flexible and granular—but the industry has much farther to go

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The flurry of press releases, LinkedIn announcements and new partnerships last year signaled that 2022 is surely going to be “the Year of the Self-Service First-Party Retailer DSP”—which is admittedly a mouthful but has a nice ring to it.

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