With steady growth in retail media networks (RMNs), shopper marketing budgets are being stretched to an unprecedented limit. Research shows that brands investing in retail media products like on-property search and display are primarily doing so from those precious budgets. These are the same funds that have historically gone to other retail media tactics like circulars, digital coupons, in-store merchandising, and other tactics. Retailers have an opportunity to optimize shopper investments in order to favor the high-margin media products that RMNs are built to execute. Join Ibotta’s Chief Business Development Officer, Amir El Tabib, for insights into a reimagined budget allocation strategy and how retailers can support their retail media revenue goals.