RETAIL MEDIA UNPACKED: THE DSP ARMS RACE

Summary from the TLDR Marketing newsletter

Google, Meta, and Amazon are entering the $177B retail media market by integrating retail data into their demand-side platforms (DSPs). With over 250 retail media networks, 93% would shift budgets programmatically if it were easier. Each DSP varies in data matching, inventory access, and measurement, with The Trade Desk growing quickly and Amazon leading in closed-loop reporting. DSP choice affects cost, targeting, and efficiency, especially as cookie deprecation increases the value of first-party data. The fragmented market will favor multipurpose DSPs and specialized platforms over a single leader.