For newer or regional networks, lean on your broker or retail buyer to make the introduction. It’s a hustle—but for the right brand, it’s worth it.

Budgeting for the long tail

You don’t need to ditch the Big Five. But you do need a long tail line item—a test-and-learn pool for networks like these. Not to throw at unproven platforms, but to align to moments, categories, and brand stories that big-box RMNs can’t fully support.

These platforms are where you build brand, not just drive conversions. And in a landscape where everyone’s fighting the same algorithms with the same inventory, that differentiation matters.

Retail media isn’t just about reach—it’s about fit. The big players might get the headlines. But specialty networks? They’re getting attention, loyalty, and results. And in today’s market, that’s where smart money goes.