Retail Media Boom – Why is every company building an ad network?

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Why every company is building an ad network? We’re used to seeing ads on social media, search, and news sites. However, with new revenue and growth opportunity in sight, every company is building an ad network. This is caused by the recent changes on privacy from platforms like Apple iOS 14, Google Android Privacy Sandbox as well as European Union GDPR and California CCPA regulation. Now retail media, media agencies and TV are growing faster than Meta/Facebook.

In this video:

  • 00:00 Intro
  • 00:11 Every company is building an ad network
  • 02:32 Why now?
  • 02:52 Why – Privacy changes
  • 05:40 Why – Economic slowdown
  • 06:48 Why – Growth opportunity
  • 08:47 Implications – Multinational Brands vs SMB Brands
  • 11:29 Implications – Social Platforms vs AdTech & Agencies



By Sander

Sander is passionate about media and technology, helping companies with strategy, product and growth. Currently consulting Red Bull Media House with strategy and growth as well as Moonbug, a $145M fund to create and distribute inspiring kids content, with business strategy. Previously futurist and led non-linear strategy at Disney after heading strategy and growth at Maker Studios internationally. Before that product manager ​at Verizon Media Group (AOL) and video distribution network Goviral. Early on he helped Europe's largest seed investment fund Seedcamp​ and organized hackathons in Africa with Garage48​.