Summary:
- The article discusses the growing retail media trend, where retailers are offering advertising and media services to brands on their e-commerce platforms and in-store channels.
- Retail media is creating a "frenzy" as brands are being pressured to spend on these platforms, with agency executives saying brands must participate or risk suffering consequences.
- The article highlights the challenges this is creating in negotiations between brands and retailers, as brands try to navigate the complexities and demands of the retail media landscape.