JOURNAL ARTICLE

How Retailers Became Ad Platforms.

  • Published In: Harvard Business Review Digital Articles, 2024. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Gabel, Sebastian; Simester, Duncan; Timoshenko, Artem 3 of 3

Abstract

The article discusses the rise of retail media, where major retailers are creating and operating their own advertising platforms. Amazon has been particularly successful in this space, earning $46.9 billion from advertising in 2023. Other retailers, such as Walmart, Target, and Instacart, have also entered the retail media market. McKinsey estimates that retail media will add $1.3 trillion to enterprise values in the U.S. alone by 2026. The article explores the different types of retail media and the strategic challenges they present, providing recommendations for retailers and manufacturers to navigate this new environment successfully. [Extracted from the article]

Additional Information

  • Source:Harvard Business Review Digital Articles. 2024/06, p1
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2024
  • Accession Number:178167108
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