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Retail Media: Advertising's Third Big Wave.

As consumers head to stores for their back-to-school shopping this year, an increasing number are encountering retail media networks. They are already in place at Amazon, Macy’s, Walmart, The Home Depot and Albertson’s, and more are expected at Nordstrom and Kohl’s. As eMarketer’s Andrew Lipsman said, quoted in Mediapost, retail media is advertising’s big third wave and will grow at a faster rate than search and social media - topping $50 billion this year.

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