TLDR Tech / Marketing
Agencies rush to acquire Amazon, Walmart specialists amid retail media boom
Retail media has become important enough that agencies now treat Amazon and Walmart expertise as a growth asset and acquisition target. Independent agencies are buying Amazon and Walmart specialist companies to quickly add capabilities in retail media buying, marketplace optimization, performance marketing, and first-party data activation. This helps agencies offer end-to-end commerce services as brands shift more budget toward channels that influence purchases closer to checkout.
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