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# Ritson: retail media is cannibalizing brand budgets, not adding new dollars
- URL: https://fabric-media.ghost.io/ritson-retail-media-is-cannibalizing-brand-budgets-not-adding-new-dollars/
- Published: 2026-08-31T14:31:10.000Z
- Updated: 2026-08-31T14:31:10.000Z
- Description: Mark Ritson argues at Adweek that marketers are wrongly raiding brand-building budgets to fund retail media, treating it as incremental when it is really just point-of-sale promo marketing rebranded.
- Author: Fabric.Media Editorial
- Tags: Retail-media

**Why it matters.** Marketers who keep shifting brand budgets into retail media risk starving long-term brand equity to fund what is often just repackaged trade promotion.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.adexchanger.com/daily-news-roundup/monday-31082026/?ref=fabric-media.ghost.io)*.*