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The 2024 Amazon & Commerce Media Marketing Guide

Choosing the Right Lane For Your Brand

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The world of retail media has greatly expanded in size, scalability, and importance in your marketing mix since Amazon launched their retail media network (RMN) in 2012, with retail media spend expected to grow to ~$45B in the US this year. In addition to changes driven by Amazon’s own growth and enhanced advertising capabilities, dozens of other retailers (and growing) have also launched RMNs of their own, including Walmart, Target, Kroger, and others we explore in this guide.

With so many retail media advertising options—each fueled by their own robust first-party insights, which are only increasing in importance as cookies crumble and signals go dark—how are brands to know where their dollars will be best spent? We aim to break that all down in our guide, providing actionable insights and top considerations to make as you launch or expand your retail media marketing efforts.

In this guide, we will cover:

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