As we are nearing the end of third-party cookie tracking, retailers globally are gradually turning themselves into big media companies. The breadth of first-party data retailers have access to, and the increasing dependence of brands on this data to reach out to their audience, has propelled them to the pole position to become the heavyweights in the digital advertising space. As a result, Amazon, Walmart and other retailers are set to give stiff competition to Google and Facebook, who have dominated this space for so long.
Let’s look at some numbers to understand the growing clout of retail media. In 2020, Amazon generated more than $14bn in revenue from retail media, making it the lea
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