Retail media was built for growth. Now, it's being rebuilt for risk

Advertising spend is down, non-essential affiliate marketing is on life support, subscription strategies are nascent, and direct-to-consumer commerce is a rarity. Media is being forced to evolve, once more. And so are brands.

It took less than 30 days for Amazon and other top marketplace retailers to punish its media partners. With historic levels of organic demand, there is a diminished need for media-driven traffic.

In times where economic anxiety is shaping consumer behavior and social media platforms serve as cultural courts, brands must take a more active, transparent, and culturally responsive approach to defending their value. It’s no longer enough to rely on heritage, legacy, or high price tags alone. Consumers—especially Gen Z and younger millennials—ar... See more