RMNs Fuel CPG Growth with First-Party Data at Purchase
Story by: Chandni U
Retail Media Networks (RMNs) are transforming the CPG advertising space by evolving from sales-driven channels into full-funnel marketing solutions.
Relevance is key to effective advertising. Brands need to connect with consumers in real time, delivering messages that align with their immediate needs and behaviours. Uber’s vast ecosystem of mobility and delivery services provides a unique opportunity to do just that.
“Uber taps into its massive pool of first-party data across Uber Rides and Uber Eats – including ride history, food delivery habits, and frequent locations – to serve up highly personalised ads that actually make sense for each user’s situation. For example, whether someone’s commuting to work or ordering dinner, brands can reach them at just the right moment—when they’re most likely to make a purchase,” says Selen Ozkan , Head of CPG, UK&I, Uber Advertising.
Selen collaborates closely with advertiser teams to develop tailored campaigns that drive engagement and deliver measurable results. Leveraging Uber’s extensive first-party data and insights, Selen crafts strategic solutions that maximise impact, ensuring brands reach consumers in the right place, at the right time, with the right message.
Talking to Martechvibe, Selen discusses how Retail Media Networks and on-demand platforms are reshaping CPG advertising. She also highlights Uber’s data-driven targeting, the rise of shoppable media, and the next big innovations in measurement.
Full interview:
How is the role of retail media networks evolving in the CPG advertising space? What are the current challenges?
Retail Media Networks (RMNs) are driving CPG brand growth by leveraging high-quality first-party data to target consumers at the moment of purchase, particularly in evolving digital ad spaces. What began as a pure sales-driven channel has now expanded into full-funnel marketing solutions, allowing brands to use retail media for both performance-driven outcomes and brand-building activations.
That said, challenges remain –? particularly around fragmentation, standardisation, and measurement. With each RMN operating independently, brands struggle to compare performance, integrate campaigns, and scale efficiently. As RMNs continue to evolve within the commerce space, the platforms best positioned for success will be those that combine reach with real-time, contextual, and behavioural insights, offering advertisers a seamless, full-funnel solution that maximises both impact and efficiency.
How are on-demand delivery trends shaping CPG advertising strategies, and what consumer behaviours are you seeing?
On-demand delivery has become a powerful growth engine for CPG brands, quickly emerging as one of the fastest-growing commerce channels. These platforms attract highly engaged audiences, who turn to them for everything from restaurant orders to grocery and retail essentials – often in the moment of need. Unlike traditional channels, consumer behaviour on on-demand platforms is fundamentally different. Take Uber Eats, for example – it’s more than just a delivery app; it’s a discovery platform where many users arrive undecided about what they want to order. This presents a huge opportunity for brands to be top-of-mind and visible at the exact moment of decision-making. By owning these high-intent moments, advertisers can influence choices that lead directly to action through impactful ads formats designed to capture attention and engagement.
How does Uber leverage first-party data to help CPG brands create more targeted and personalised ad experiences?
Uber taps into its massive pool of first-party data across Uber Rides and Uber Eats – including ride history, food delivery habits, and frequent locations – to serve up highly personalised ads that actually make sense for each user’s situation. For example, whether someone’s commuting to work or ordering dinner, brands can reach them at just the right moment—when they’re most likely to make a purchase.
A great example of this is 欧莱雅 ’s partnership with Uber at London airports where travelers on the way to catch a flight at these hubs were introduced to the brand’s Armani fragrance through Uber’s Journey Ads offering. Using real-time contextual targeting based on riders’ behaviours and locations, including an add-to-wallet voucher feature for convenience, the campaign exceeded all performance benchmarks, demonstrating the power of Uber’s data to engage consumers at the optimal moment.
By understanding what people like, how they shop, and when they need to purchase, Uber delivers relevant ads that feel less like noise and more like a helpful nudge.
What’s the next big tech innovation in closed-loop measurement for retail media networks?
Powered by technologies like clean rooms, data collaboration across the ecosystem will be the next big thing in RMNs. We can expect to see deeper data partnerships that enable retailers and brands to connect the dots between online ads, in-store sales, and omnichannel shopping. This shift will create a more transparent and consistent approach to attribution, allowing brands to move beyond basic sales tracking and gain richer insights into the full impact of their media investments.
What’s the future of shoppable media and interactive ads in the CPG space?
The future of shoppable media and interactive ads in the CPG space lies in capturing and sustaining consumer attention. In an increasingly cluttered digital space, brands need to prioritise high-quality and attractive experiences that don’t just enable transactions but drive meaningful engagement. Shoppable videos, AR try-ons, and gamified ads are designed to sustain attention long enough to drive action. By integrating these formats into a frictionless shopping journey, brands can turn interest into sales while strengthening long-term consumer relationships.