Could DSPs Be Retail Media's Panama Canal?

In today's episode, I talk about Koddi's new "State of Programmatic Retail Media" report and why programmatic access might be the key to unlocking retail media's next growth phase.

The Current Landscape

• Today's retail media dollars are heavily concentrated: 77% on Amazon, 7% on Walmart, and only 16% spread across dozens of other retail networks
• Despite recognizing retail media's effectiveness (81% agree it's effective), many advertisers find the buying process painful
• Fragmentation and manual processes are the biggest obstacles to wider adoption

The Case for More DSP Integrations

I examine how demand-side platform (DSP) integrations could transform retail media buying:

• 96% of buyers say they would consider buying on-site media via a DSP
• 93% would shift non-retail budgets into retail media if they could buy programmatically
• Top advantages buyers see in DSPs: 
  • More cost-efficient buying (67%)
  • Eliminating manual tasks and saving resources (51%)
  • More effective targeting (47%)

Retailer Concerns

I discuss why retailers might be hesitant to embrace DSP integration:

• Fear of commoditizing their proprietary first-party data
• Concern about negotiated pricing collapsing when inventory sits alongside other ad offerings
• Uncertainty about maintaining control over their network

A Middle Path Forward

Despite these concerns, retailers can integrate with DSPs while maintaining control:

• Setting guardrails around data
• Preserving exclusive ad formats
• Offering curated deals tailored to their specific audiences
• Using the right supply-side technology to mediate demand safely

Beyond DSP Integration

While programmatic access is important, I point out that it's not a complete solution:

• Cross-retailer measurement remains a sticky challenge
• Brands still face inconsistent methodologies across platforms
• What actually unlocks budgets: better outcomes, legibility, and ease of use

The alternative to integration—forcing advertisers to navigate each retail media network separately—is increasingly looking like an unnecessarily difficult journey when a more direct route is possible.

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Link to written blog version of today's episode

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