Could DSPs Be Retail Media's Panama Canal?
In today's episode, I talk about Koddi's new "State of Programmatic Retail Media" report and why programmatic access might be the key to unlocking retail media's next growth phase.
The Current Landscape
- Today's retail media dollars are heavily concentrated: 77% on Amazon, 7% on Walmart, and only 16% spread across dozens of other retail networks
- Despite recognizing retail media's effectiveness (81% agree it's effective), many advertisers find the buying process painful
- Fragmentation and manual processes are the biggest obstacles to wider adoption
The Case for More DSP Integrations
I examine how demand-side platform (DSP) integrations could transform retail media buying:
- 96% of buyers say they would consider buying on-site media via a DSP
- 93% would shift non-retail budgets into retail media if they could buy programmatically
- Top advantages buyers see in DSPs:
- More cost-efficient buying (67%)
- Eliminating manual tasks and saving resources (51%)
- More effective targeting (47%)
Retailer Concerns
I discuss why retailers might be hesitant to embrace DSP integration:
- Fear of commoditizing their proprietary first-party data
- Concern about negotiated pricing collapsing when inventory sits alongside other ad offerings
- Uncertainty about maintaining control over their network
A Middle Path Forward
Despite these concerns, retailers can integrate with DSPs while maintaining control:
- Setting guardrails around data
- Preserving exclusive ad formats
- Offering curated deals tailored to their specific audiences
- Using the right supply-side technology to mediate demand safely
Beyond DSP Integration
While programmatic access is important, I point out that it's not a complete solution:
- Cross-retailer measurement remains a sticky challenge
- Brands still face inconsistent methodologies across platforms
- What actually unlocks budgets: better outcomes, legibility, and ease of use
The alternative to integration—forcing advertisers to navigate each retail media network separately—is increasingly looking like an unnecessarily difficult journey when a more direct route is possible.
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