Reprinted with permission from Australia’s Mi3. "The reality is that legacy media has yet to wake up to the competitive threat from retail media. They're attributing it to almost everything but the real cause of softness and stagnancy in the marketplace," says MediaVillage analyst Jack Myers. If the U.S. is a marker for Australia, TV, search, social and out-of-home could face significant disruption -- with knock-on effects for marketers and agencies -- as retailers start to scale. But FMCG brands say taking the big money will require big upgrades in data, measurement and rigor. Get the download via Mi3's new 74-page special report (below).
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