Retail media is now ~30% of all U.S. digital ad spend, but the most interesting shift isn’t the scale. It’s where it’s heading 🔮 Brands are moving budget toward channels with clearer accountability, better data, and a shorter path to revenue. At the same time, affiliate and partnership infrastructure has quietly matured to support retail media use cases at scale. That’s opening up new opportunities: ➡️ Vendor-funded retail media campaigns running alongside always-on partner programs ➡️ Flexible pricing models that fit retail media economics and performance accountability ➡️ Cross-channel reporting that actually supports incrementality decisions #RetailMedia #MarketingStrategy #AffiliateMarketing #PartnershipMarketing #DataDrivenMarketing PerformanceMarketing