How partners like Placements.io power efficiency across complex networks

As retail media networks (RMNs) race to keep up with rapid growth and rising brand expectations, a quiet but essential shift is happening behind the scenes: the infrastructure powering these networks is being reimagined. And Placements.io is at the center of it.

While headlines focus on splashy new RMNs or multi-million dollar ad commitments, the real challenge for retailers lies in managing the operations:  empowering sales to sell, managing campaign complexity, integrating systems, scaling teams, and delivering consistent results. Without strong infrastructure, even the most promising RMN offering can buckle under pressure.

Retailers are hitting an operational wall

According to Dentsu’s recent 2025 Retail Media Industry Report, the number one challenge RMNs face today isn’t media strategy or measurement—it’s scaling their teams to meet demand. That’s followed closely by a need to build the right technology infrastructure to support that growth.

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These aren’t just minor headaches. They’re existential risks. The market is maturing fast, and as it consolidates, the RMNs that survive will be those that can run lean, integrate deeply, and deliver flawlessly.

“Good enough tech won’t cut it anymore. Efficiency, automation, and scalability are the new table stakes,” said Mark Donohue, Head of Retail Media at Placements.io. “Retail media networks aren’t just selling ads—they’re running full-scale media businesses.” 

“They need tools that are built for that reality, like infrastructure that can flex with complexity—not collapse under it,” he added. “The RMNs that survive this wave of consolidation will be the ones that get serious about operational excellence now.” 

The power behind the platform

Placements.io sits at the heart of this shift, empowering RMNs to do more with less. In fact, 11% of the retail media executives surveyed choose Placements.io as a key tech partner –alongside RMN tech from Google, Amazon, Salesforce, and TradeDesk. In fact, of tech partners showing growth in 2024, Placements.io ranked 3rd.

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With seamless API integrations, automated workflows, and tools that streamline sales and billing operations, Placements.io helps networks replace cobbled-together spreadsheets and siloed systems with real-time intelligence and automation.

This is especially critical in a market where 77% of RMNs say they now work with more than 20 different partners, according to the report. Placements.io provides a foundation that connects the dots and ensures that media execution, partner billing, and campaign performance reporting all operate from a single source of truth.

More than just AdOps  

More than just an AdOps workflow tool, Placements.io enables RMNs to scale strategically:

• Manage headcount strain and scale teams by automating redundant manual tasks.
• Increase speed-to-market with templated and customizable workflows.
• Build competitive differentiation by enabling more agile campaign delivery and performance insights.

For RMNs juggling sales, media performance data, and financials across loyalty and merchant teams, Placements.io becomes the connective tissue that drives internal collaboration and external confidence.

Why it matters now

As the report warns, “good enough” infrastructure won’t support the next phase of RMN growth. In fact, it might be what holds the entire ecosystem back.

“At Placements.io, we give RMNs the tools they need to compete at scale without scaling costs,” said Donohue. “In a market barreling toward consolidation, that’s not just smart, it’s survival.” 

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