ho covers the retail media space through his blog, Media, Ads + Commerce. We discuss the current state of retail media, including:

• When the explosion in retail media began (when did Everything become an Ad Network?);
• Whether retail media budgets generally represent "new money" or are being redirected from elsewhere;
• The sustainability of growth in the retail media market;
• The measurement challenges that arise from advertisers' use of multiple retail media networks;
• Any forthcoming consolidation in the retail media segment;
• Which downstream categories (like eg., measurement) benefit from growth in the retail media space.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

• Moloco. Moloco empowers businesses of all sizes to grow through advanced machine-learning solutions that deliver digital growth and performance for customers.
• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

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