Experts expect some retailers to band together while others will cut out adtech middlemen
Commerce media ad spend has surged in recent years, reaching nearly $59 billion in the U.S. this year, according to Emarketer. And while growth is expected to slow over the next few years, the market analysis firm predicts that it will account for a fifth of total U.S. digital ad spend by 2029.
As that growth begins to flatten, retail media networks mature, and some of the most optimistic revenue expectations face the reality of a crowded landscape, experts expect consolidation to impact the industry in a few different ways.
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