Brands need to align internal goals and present a united front when working with a retail media network on strategies. In turn, retailers should give more access to performance data and enable brands to optimize via self-service options. To expand audience reach beyond bottom-of-funnel retail channels, collaborations between brands, retailers, and media companies will play an even bigger role going forward.

Over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale, per IDC.

The most serious threat to Google’s ad tech dynasty is regulation. Google has been at the center of countless antitrust lawsuits worldwide, with governing bodies slowly forcing more balance in the advertising marketplace.