Meta

Meta surfaces mainly as context for retail media's push for brand budgets, appearing alongside debates that RMN systems still reward conversion over brand outcomes and APAC data showing retail media at 2X linear TV. The implication is Meta competing for — and enabling — the offsite, social extension of retailer audiences as RMNs mature beyond onsite conversion. Trajectory is as frenemy infrastructure: key to full-funnel reach while retailers try to prove they can build brands without ceding to social platforms.