The short version

Ari Paparo predicted on December 1, 2024: “If that’s the case we would look for either a) some retailers giving up; b) generally a lot of noise about how it ‘might not be worth the hassle’; and c) aggregation platers across retailers.” Verdict: Called it. Several smaller or less-successful retail media efforts have slowed or wound down. The trade press…

Prediction by

Ari Paparo

On December 1, 2024

“If that’s the case we would look for either a) some retailers giving up; b) generally a lot of noise about how it ‘might not be worth the hassle’; and c) aggregation platers across retailers.”

Follow-up

Several smaller or less-successful retail media efforts have slowed or wound down. The trade press has questioned if every retailer needs its own media network. There has been growing investment in multi-retailer retail media platforms and aggregators. This prediction is substantially accurate at the trend level.

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