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From ‘co-operation’ to ‘collaboration’: Will the rise of retail media reshape relationships with brands?
With the roll-out of its media and insights platform this week, Tesco has expanded into a rapidly growing space for retailers which will offer brands the opportunity to better understand and target customers.
Experts are forecasting an explosion in retail media over the next few years, with the US market alone expected to hit up to $20bn by 2024. With British retailers like Boots and Tesco now launching their own media platforms, the trend has the potential to transform the relationship between retailers and the brands they stock.
