---
title: Why The Media Network Craze Is Just Getting Started — Winterberry Group
description: Marketingdive Cites Managing Partner, Michael Harrison, And Winterberry Group Data Regarding Retail Media Spend Doubling To $40 Billion In 2022.
---

[News ](https://winterberrygroup.com/news)

# [Why The Media Network Craze Is Just Getting Started — Winterberry Group](https://winterberrygroup.com/news/whats-new/news-posts/dollar-general-upgrades-retail-media-network-emphasizing-rural-customers)

 Written by [Emma Oyomba](https://winterberrygroup.com/news/author/emma-oyomba) | May 31, 2022 4:00:00 AM

*MarketingDive* cites Managing Partner, Michael Harrison, and Winterberry Group data regarding retail media spend doubling in 2022.

*“Retail media is the fastest-growing segment of media behind only connected TV, according to Michael Harrison, managing partner at Winterberry Group. Spending on retail media in the U.S. alone will double to $40 billion in 2022, according to research from the consultancy. A major factor supporting growth has been the pandemic, which pressured companies to accelerate investments in digital transformation and make the jump to e-commerce and mobile channels. That’s been a rocky journey but provides clear benefits now that all eyes are on first-party data.”*

[**Read the full article.**](https://www.marketingdive.com/news/retail-media-network-craze-Marriott-Bonvoy/624538/)

[View full post](https://winterberrygroup.com/news/whats-new/news-posts/dollar-general-upgrades-retail-media-network-emphasizing-rural-customers)

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