It’s long been predicted that advertising on linear broadcast platform would slip behind retail media at some point this decade. According to figures shared by UK multiple retailer Tesco, however, that point is coming sooner rather than later - next year, in fact.Tesco recently urged its suppliers to invest in the massive upscaling of its retail media network, claiming that digital growth will make the medium bigger than television over the next 18 months. The retail group plans a rapid expansion into new revenue streams, with the number of digital ad screens in its stores more than
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