Retail media spending pressures are mounting as Walmart urges brands to increase their ad budgets by 25% year-over-year, despite many brands seeing stagnant sales growth from these investments. This push has sparked concerns in the retail industry as brands face the dilemma of escalating ad spend without the desired performance improvements. The situation at Walmart sheds light on a broader trend in retail media that risks eroding trust in a highly lucrative business segment for retailers.
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