NEW YORK — Retail media networks are entering either their 2.0 or 3.0 era, depending on who you asked at the National Retail Federation’s Big Show this past weekend. Numerical variance aside, experts agreed that 2024 heralds the next chapter for a fast-growing channel, though one whose path forward remains murky amid a race to standardize ad formats and measurement.

Retail media is still primed to attract heftier investments now that Google’s plan to enact the death of the cookie is in effect, hampering a bedrock digital ad-targeting method. However, speakers at the NRF confab seemed more eager to highlight the ways they’re trying to refashion old chestnuts, including in-store assets, to fortify their newfangled advertising bets than talk about the search and display offerings (or retail media 1.0) that have put the category on course to generate a $100 billion in revenue over the next several years.

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