What is Retail Media Networks?

Question

Accepted Answer

Gartner defines retail media networks as packaged retail website search, display, app, in-store assets and other digital advertising opportunities (e.g., ad impressions) that are sold to brands and advertisers. Retailers leverage media networks to execute their unified retail commerce strategy and to develop new lines of revenue, while advertisers aim to increase their exposure to and influence the behavior of retail shoppers at or near the final point of purchase.
RMNs offer retailers supplemental revenue from their owned digital and physical assets and datasets. RMNs let companies buy branding and conversion-oriented ads at or near the final point of purchase — which stands out as its unique selling proposition.
Retailers build RMNs to aggregate audiences of shoppers across commerce websites, apps, and digital assets in physical stores into media opportunities for advertisers. These media opportunities, including search listing ads, product ads (display and video) and audio, are purchased by advertisers through direct insertion orders or digital buying methods like programmatic real-time auctions. Marketing and technology leaders at retailers develop these advertising exchange capabilities internally or partner with ad technology platforms, such as with demand- and supply-side partners, to offer their media for sale in a scalable and cost-efficient way. In addition to their value as media opportunities, retailers can assemble these audiences into valuable data segments by historical browsing and purchase behavior, which can be used to improve both on-site personalization and targeting.

Retail Media Networks Reviews and Ratings