Marketing Insider: RMNs Offer Tremendous Value--But Don't Put ALL Eggs In That Basket

Preston Spire’s Jeannette Tschida shares a forward-looking perspective on retail media networks (RMNs) in a guest column for MediaPost.

In the piece, Tschida explores the rapid growth of platforms like Amazon Ads, Walmart Connect and Roundel, noting their strengths in closed-loop measurement and near-purchase targeting. As brands increasingly prioritize precision and performance metrics, retail media networks have become an essential part of many marketing strategies.

At the same time, Tschida cautions against overreliance. While RMNs offer measurable efficiency, she argues that traditional channels — including linear TV, out-of-home, and live cultural moments — remain critical for building emotional connection, memorability and long-term brand equity.

The column reinforces Preston Spire’s belief in balanced, integrated strategy: performance marketing and brand storytelling must work together, not in opposition.

Read the full Marketing Insider column →

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