How media buyers view the retail media landscape — from Amazon to Walmart to Wawa

Today’s retail media network landscape could be compared to the California gold rush of the 1800s. Google’s third-party cookie is finally crumbling, making gold out of the alternative first-party data as retailers chase audience insights.

The promise of wealth, or in this case, ad dollars, has the marketplace heating up with scads of retailers, from first-movers like Amazon to newcomers like Wawa convenience store — even to the unsuspected like Cars.com automotive company.

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