The retail media network landscape, dominated by national giants like Amazon, Walmart, Target, Lowe’s, and Albertsons, is on the verge of a significant shift. The next phase of growth will likely come from regional and local retailers, who are now gaining access to vendor support funds that were previously funneled predominantly to national chains. These funds, designed to support retailer-driven promotions, are being distributed more equitably, thanks in large part to the federal Robinson-Patman Act, which protects smaller and regional retailers from price and promotional discrimination.
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