Gap 'pauses' retail media unit

 

Gap paused its ad-selling retail media unit, GPS media, after only a year in operation.  The company said it's redirecting its resources toward developing its supply chain and apparel customization initiatives. Gap first unveiled GPS media at an industry trade show in February 2022. The media unit was intended to collect revenue from brands advertising on Gap's e-commerce site. The service offered a form of retail media, an industry expected to be worth $45B in 2023. Gap's retail media business may have failed to compete with larger e-commerce firms that can provide larger audiences and more detailed customer data, Insider reports.