How effective is Retail Media in India?

Retail media is being positioned as the holy grail answer to a lot of ad issues being faced by sellers especially on marketplaces. The future of marketing some people have called it. Want to know from folks on here what is the actual impact in terms of revenue and scale from marketplaces and D2C companies that have implemented it. I'm a student of this and looking to expand my horizons and understand ground reality. Anyone in ad sales can also pitch in on what they think about this !!!!