Retail Media Networks Are New Profit Centers in Fragmented Ecosystem: Adaptives Drew Cashmore Beet.TV [Video]

The allure of retail media is not lost on anyone with a finger on the pulse of the advertising world.

Especially for retailers, retail media networks have become a beacon of profitability in a sea of rising operational costs.

But what does this mean for the industry at large?

In this video interview with Beet.TV, Drew Cashmore, the GM of Adaptive Retail Group, offers a view.

“Retail media networks started as a profit sign, designed to offset the cost of building an e-commerce solution or paying for new innovation models,” explains Cashmore.

His insights are shaped by over a decade of experience at Walmart, where he witnessed the transformation of retail media from a mere cost-offsetting tool to a robust customer-centric advertising platform.

He has witnessed its evolution from a publisher-like experience to a more data-centric approach. “They found out they could be growth engines and do amazing things with …