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They're growing it to be the sort of everyday grocery brand that competes with the likes of Target and Kroger and Walmart, but it's going to cost billions of dollars for them to open up enough stores to basically even have a shot of competing with these behemoths in the physical grocery space. Sara Lebow:. And Amazon Fresh definitely doesn't feel like a Walmart.

And the question becomes, why don't I just invest in the major players like Amazon, Walmart, Target, Kroger?" Ms. McCoy notes that as retailers are starting to take note and make moves to stand out from the competition. But Ryan, what is your take on this article around not being enough to go around in retail media? Ryan Mayward:.

I think that they've consistently kind of almost shown that irrespective of what happens with some of the backroom drama regarding Kroger and whether or they're going to actually settle down together and have a supermarket superstore. I think that Albertsons is making a lot of really strong moves to continually build their retAIl media empire and it's not a flash in the pan.

It's why the Albertsons-Kroger move isn't getting approved necessarily at least. It's contentious right now. The more competition there is in groceries, it's basics, the better value consumers will have. Sara Lebow:. Okay. So we've accepted those moves. We've moved Target down to number four and we've moved Aldi up from number six to number three. Okay. Now let's do some wild cards.