How Campbell’s navigates the burgeoning retail media landscape, even as it creates more walled gardens

The landscape of retail media networks is growing at a breakneck pace, with retailers like JPMorgan Chase, Best Buy and CVS competing with colossal retailers like Amazon and Walmart. While there is seemingly an infinite number of retail media networks to test, especially as Google’s third-party cookie crumbles (whenever that happens), marketers like soup brand Campbell’s are dealing with the fallout from the increased number of walled gardens that has resulted from this growth.

Retail media’s growth spurt has made for more closed ecosystems, given there aren’t yet set standards across measurement and ad formats. Those closed networks have become one of the biggest challenges facing brands advertising in the retail media space, according to Marci Raible, vp of integrated marketing at Campbell’s Soup Co.

“The other thing that we’re all dealing with is just the increasing number of walled gardens when you’re looking at the media environment,” she said. “As a brand, that becomes our biggest challenge because everyone has just created more walled gardens.”

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