February 5, 2023

Digital Marketing Education

Latest news and events

2022 in review: The 10 biggest stories

Rise of retail media networks 

The retail media industry—where retailers become ad sellers as well as buyers—ballooned this year. Retail media spending is predicted to reach $101 billion globally by the end of this year, an increase of 15% from 2021, according to a report from WPP’s GroupM.

The rise of retail media networks also allows retailers such as Target, Amazon, Walmart and Kroger to use their consumer data to help other brands target potential customers.

The trend has extended past traditional stores into delivery companies such as DoorDash and hotels such as Marriott. Rising brands in the space also include Macy’s, Nordstrom, Kohl’s, Lowes and Home Depot, among others.

Brands under pressure to take a stand on geopolitics

Companies faced increasing pressure to make international political statements this year with two controversial events: the Beijing Olympics and the FIFA World Cup in Qatar.

In February, Beijing Olympic sponsors such as Visa, Airbnb and Intel were called upon by activists to take a stand on the reported genocide of Uyghur Muslims in Xinjiang. Other brands that have been active during past Olympics were notably silent or scaled down their efforts, including Coca-Cola and Procter & Gamble.

This November, brands were again been asked to take a stand on FIFA World Cup host country Qatar’s human rights record, with reports that thousands of migrant workers died from poor working countries while building World Cup venues, as well as its laws against same-sex relations. Amnesty International and other human rights organizations are running a “#PayUpFIFA” campaign, asking FIFA to create a fund of at least $440 million to compensate migrant workers.


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