Retail Media Networks: The Rise of a Powerful Advertising Channel

The future of advertising is getting closer to the customer. Retail Media Networks (RMNs) are exploding in popularity, offering advertisers a unique opportunity in a cookieless world.

Why It Matters:

• Third-party cookie deprecation: With traditional targeting methods fading, brands need reliable solutions. RMNs offer rich, first-party data from retailers with direct purchase intent.
• Unlocking Revenue Streams: Retailers with engaged audiences can build RMNs as a new profitable revenue channel.
• Maximizing ROI for Brands: Targeted advertising on RMNs leads to higher conversions and a clearer path to ROI.

The Questions We Need to Ask:

• For Retailers: Is building an RMN the right strategic move to unlock new revenue streams? How do I assess the opportunity size?
• For Brands and advertisers: How can we leverage RMNs to in the current marketing mix to maximise my overall Return on Ad Spend(RoAS)
• For Everyone: What's the future of RMNs, and how can we stay ahead of the curve?

In my latest article, I've penned down some thoughts introducing Retail Media for those new to the concept, discussed our mental model of how we view RMNs and the key capability areas within; and have touched upon key questions that retailers must ponder while launching or scaling their RMN initiative.

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