Meet 13 firms that are helping retailers cash in on the $130 billion retail media market

• Ad selling is a hot new business for retailers like Walmart and Macy’s.
• Many of these retailers are in heated competition to grab ad dollars.
• Insider identified 13 firms that help retailers build and expand their ad businesses.

Retail media is surging, and both retailers like Macy’s, Sephora, and Home Depot and adtech firms like The Trade Desk and Criteo are racing to capitalize on this advertising gold rush — and to compete against Amazon’s dominance.

Morgan Stanley estimates that retail media will be a $130 billion industry by next year, with retailers taking $104 billion and adtech firms taking $26 billion.

The allure of retail media is that retailers can use rich data about their customers to help advertisers target ads.

But as more retailers flood the space, it’s becoming more difficult to navigate for advertisers, who don’t want to have to buy across a bunch of fragmented ad sellers.

Meanwhile retailers, who started out by selling ads on their e-commerce websites, want to grow by extending their ad businesses beyond sites that they own and operate.

These problems provide ample opportunity for adtech companies to help advertisers navigate the growing retail media field, and assist retailers sell digital ads across the web and streaming TV.

Insider identified 13 advertising and tech firms, listed alphabetically, that retailers work with to build out their ad businesses.