Australian retailer JB Hi-Fi is the latest major retailer in the country creating its own in-house advertising network, part of a broader trend threatening traditional media. These retailers are leveraging their technology and customer data to compete directly for advertising dollars that have historically gone to free-to-air television networks.
JB Hi-Fi’s move shows how retail media is taking a bigger share of ad budgets that once went to free-to-air television. For the streaming and video-ad ecosystem, that matters because it adds another local media owner selling audience access alongside traditional broadcasters. The article does not quantify the size of the shift, so the key thing to watch is whether more major Australian retailers launch similar in-house networks and how much ad inventory they expose to brands.
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