The $200 billion retail media boom is causing headaches for CMOs

The retail media landscape has grown to more than 200 networks worldwide, creating a noisy and fragmented environment for chief marketing officers. McDonald's and Citi recently became the latest entrants to the commerce media space, joining companies like DoorDash and Dollar Tree. Rob Edwards, head of media and digital at Arla Foods, described the situation as "quite comical at times." The explosion of commerce and retail media networks is intensifying competition for marketers' budgets.

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