DON'T LET RETAIL MEDIA TELL YOU IT'S BRAND BUILDING

Summary from the TLDR Marketing newsletter

Retail media is not brand building, no matter how retailers frame it. It's the same shelf-position and end-cap money brands have paid since the 1980s, just wrapped in a modern dashboard. Retail media only reaches shoppers who are already in the store and ready to buy, not the much larger group that actually drives category growth. Treat it as a bottom-of-funnel investment that protects distribution, not a substitute for building the brand.