The short version

Andrew Lipsman predicted on January 1, 2023: “‘…earning national media dollars will only come if retail media networks (RMNs) stop acting like retailers and start acting like media companies.’” Verdict: Called it. Major RMNs have increasingly repositioned themselves as media businesses, investing in richer measurement, self-service tools, off-site and CTV inventory, and sales organizations targeting national brand media budgets, aligning…

Prediction by

Andrew Lipsman

On January 1, 2023

“‘…earning national media dollars will only come if retail media networks (RMNs) stop acting like retailers and start acting like media companies.’”

Follow-up

Major RMNs have increasingly repositioned themselves as media businesses, investing in richer measurement, self-service tools, off-site and CTV inventory, and sales organizations targeting national brand media budgets, aligning with his conditional prediction.

From the High Caliber AI network — see the AI for PR module in the course.