A win-win-win for retailers, brands and shoppers, retail media networks (RMNs) have become hugely popular among both retailers and CPG brands. As brands face added pressure to future-proof their marketing investments and become more targeted with their media audiences, the retailer’s shopper data has gained significant commercial appeal. Hoping to grow brand partnerships and snag the lucrative profit margin attached to RMNs, more and more retailers are monetizing their shopper data through RMNs to deliver highly impactful, targeted campaigns for these brands.
But without the proper scale of first-party data, the RMN cannot deliver on the promise of ROAS and market impact—and retailers can’t monetize their data via shopper insights as a separate product or service to brands.
Never has the opportunity been greater, but without offline identity resolution, sufficient first-party audiences, activation methods and measurement capabilities, retailers will find themselves on the losing side with limited viability and an inability to justify the premium spend.
Download the white paper today to dig deeper into why retailers are pursuing the creation or expansion of their RMNs and what it really takes to create the right data scale and win at retail media.