The real battleground for retail media networks in 2026 won’t be revenue but margin (Mumbrella)

Troy Townsend, group CEO and co-founder of Zitcha. According to BCG, retailers can typically retain up to 90% of the revenue after minimal costs for ad serving, resources, and data. Serve the ad in-store on a digital screen, and the margin drops to around 50% due to capex and operational costs. […]