Everybody loves Retail Media - except maybe the brands

When media negotiations become about shelf space and supply chains - and price inflation - headaches ensue

There is an ongoing joke in ad tech Twitter that “everything is an ad network’

Except that it’s increasingly not a joke. This year alone, Dick’s Sporting Goods, Drizly, Uber, Marriott and Lord and Taylor joined Amazon, Walmart Target and Walgreens and CVS others in the absolutely booming world of retail media (RM).

GroupM just upped its RM forecast for 20…