Business Insider’s Post

New from me for Business Insider: Retailers have new friends in their battle to steal ad dollars from Amazon: Meta and Google. Recently, there has been a flurry of deals between retail companies and giant platforms. Instacart is making YouTube ads shoppable. Shopify is expanding to Canada a program that buys Meta and Google ads on behalf of merchants. And Kroger inked a deal to sell targeted Meta ads for grocery-focused brands. To pull off these partnerships, retailers need to convince brands to fork over big branding dollars. But I'm curious about how much brands can justify putting into retail media — how much are TV and social dollars realistically moving to retailers? https://lnkd.in/g76HFpRv