Expertise

Meet an integral player in brands’ media mix: Retail media networks

Shopping and advertising are evolving in real-time. Consumers want seamless, intuitive experiences, while brands need proof their ad dollars are working. As part of our work generating strategic recommendations for clients across industries, we evaluate all the available channels for constructing a client's ideal media mix. For many consumer-facing brands, Retail Media Networks (RMNs) are a key channel component of the mix. RMNs are directly owned by retailers, so they present a unique opportunity to connect brands with shoppers by leveraging the retailers’ owned first-party data. They let advertisers meet customers at key moments—whether someone’s browsing a website, scrolling an app or walking down a store aisle. By delivering ads that feel relevant and timely, RMNs create a natural link between marketing dollars and measurable sales outcomes. The leaders in the retail media network space come as no surprise as they are some of the largest retailers in the world and have troves of valuable first-party data to leverage. The biggest RMNs include Amazon Advertising, Walmart Connect, Target’s Roundel, CVS Media Exchange (CMX), and Kroger Precision Marketing. RMNs aren’t just another ad channel. They’ve become a critical tool for consumer-facing brands looking to navigate a privacy-first world while staying ahead in the battle for shopper attention. With their ability to blend precision targeting with real ROI, RMNs are moving from “interesting” to absolutely integral, especially for brands already engaging with top retailers.