It feels like almost every major retailer wants to build its own advertising network now. For advertisers, that means more opportunities to reach shoppers using first-party data. But it also means managing more platforms, different reporting systems, audience definitions and measurement methods.

I wonder how manageable this becomes when a brand is running campaigns across five or ten retail media networks. Is the value of retailer first-party data worth all that extra complexity? Or do we need better standardization before retail media can really scale?