Anthony Costanzo, Chief Analytics Officer at Mile Marker, was recently featured in Digiday, offering his insights on the growing demand for real-time bidding (RTB) in the retail media space.
With retail media ad spend expected to reach a staggering $62.35 billion by 2025, marketers are increasingly seeking more control over their media buys. Traditionally, retail media networks (RMNs) have been slow to adopt RTB practices, but this is rapidly changing. As Anthony noted, “Media buyers are very used to and comfortable with auction-based and real-time buying methods from non-retail media now.” The bottom line? Marketers want to set the price, not the retailers.
So, why does this matter?
Real-time bidding gives advertisers more flexibility and allows them to bid on individual impressions in real-time. This ensures that their media investments remain competitive and efficient. The shift toward RTB has already taken root, with Walmart Connect and Instacart leading the charge by offering programmatic options and auction-based pricing models.
However, the adoption of RTB isn’t without its challenges. As the article explains, while RTB offers greater control, it can also lower CPMs and create less premium inventory as marketers aim for cheaper, high-quality placements. This presents a growing pain for both marketers and RMNs, and fragmentation in the space remains an issue to address.
Despite these growing pains, the future is clear. As more buyers demand real-time bidding, RMNs will need to meet this demand if they wish to stay competitive. The future of retail media is shaping up to be more competitive, efficient, and transparent than ever before.
Want to learn more about what this shift means for the retail media landscape?
Check out the full article on Digiday here.
And if you’re ready to partner with a media agency that’s ahead of the curve, reach out to us today!
