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Retail media networks (RMNs) promise precise targeting and measurable sales impact, but many are faltering due to strained retailer-supplier relationships. While some retailers treat suppliers as strategic partners with transparency and support, others view media as a revenue lever, leading to supplier frustration, eroded trust, and stalled momentum.
Key Takeaways
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Partnership is critical: RMNs thrive when retailers treat suppliers as clients, offering tools and support instead of imposing rigid spending requirements.
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Accountability drives credibility: Retailers that connect ad spend to measurable sales outcomes earn ongoing supplier investment, while those relying on vague metrics struggle.
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Trust sustains growth: Suppliers continue funding RMNs only when they feel respected and assured of fairness in both pricing and performance reporting.
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