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Which networks should brands be paying attention to as they refine their retail media strategy? From the king of them all to the ones that are just catching up, here are five retail media networks to keep an eye on this year.

I think there's a lot happening that is going to make it a lot more seamless to have these shopping experiences, whether that's things like recommended products or even search advertising, which I think TikTok is going to push really deeply into this year, or product placement, which I've been reading about a lot with GenAI companies, really finding ways for brands to be able to seamlessly put that content

57% of B2B content marketers worldwide face challenges creating the right content for their audience, according to a July 2023 survey from Content Marketing Institute (CMI) and MarketingProfs sponsored by Brightspot.

So at NewFronts, it launched search ads. And even before that announcement, I had written in a report that I wrote about Snapchat Partner Summit, which was a few weeks ago, about how Snap had to be thinking about ways that it can use the information and the search behaviors on My AI to be able to serve better first-party, targeted advertising across its platform.

But Snap says that it's not meant to be a search engine, and that's a hard sell for me, especially given all the news about Gen Z now using TikTok and Instagram for search and TikTok even potentially moving into search ads. And I don't think Snap can afford to miss out on that Gen Z trend. Marcus Johnson:.

And that might be true for some search ads, but in theory, you should have this budget for marketing that doesn't necessarily change just because now we're looking at retail media. In practice though, you might have your brand marketers sitting in a different room than your folks who are interested in merchandise.

Yeah, this is, I think a huge topic is the power of retail media outside of just search advertising or display advertising within search results. Things like social and CTV when retail media networks are partnered with them or own them can be massively powerful. As a curveball, we recently saw news that the White House is urging a TikTok sale in the US or urging by dance to sell TikTok.

Like retail media, you are seeing search ads, you're seeing display ads while you're searching for other things. We think of that as a really performance oriented channel. It gets that incremental lift. We don't yet think of it as a brand marketing channel, a brand lift channel, but that's exactly what it is, trying that new product is brand lift, it is brand marketing.

Their search revenue, in particular Q4 to Q1, went from negative two to plus two, and now Meta snaps the not-so-good streak of three quarters of negative growth, posting a four percent bump. So good for digital advertising in the US. Let's move on to the users for a second, Debbie, because they also seem to shine in that area as well.

You think of the search ad, the person's in market, they click on it, they buy it, that's it. But we've actually found that mid-funnel is a really important reason that advertisers are using retail media.