Achieve Social and Retail Media Symbiosis Using the Strengths of Each Channel

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As the rest of the business world wrings its hands about AI taking jobs, the performance marketing industry has a sharp eye on the potentially deleterious effects of retail media networks (RMNs) on social media platforms’ ad revenue. 

When retail media (which McKinsey predicts could amount to $100 billion in ad spend by 2026) first exploded, we the buyers wondered if we’d be gradually reallocating significant portions of our media buying budget away from Google (with its crumbling cookies) and Meta (with its data privacy limitations) toward the first-party consumer data provided by RMNs like Amazon and Instacart.

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