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.

What makes RMNs a game changer?

RMNs connect brands with shoppers at the exact moment purchase decisions happen. This unique ability is driven by two major shifts:

The privacy push: With third-party cookies on the way out, first-party data has become the gold standard. RMNs use retailers’ treasure troves of loyalty programs, apps and online shopping data to target shoppers while respecting their privacy.

Actionable insights: RMNs go beyond traditional metrics by tying ad dollars directly to purchases. Their closed-loop measurement provides proof of what’s working—and what’s not.This mix of precision, insight and accountability makes RMNs a natural fit for today’s privacy-first world.

Why RMNs should be in your media playbook

Precision that connects with real-time shoppers  

Forget casting a wide net. RMNs use first-party data to reach shoppers when they’re actively browsing or buying—turning curiosity into conversions. For example, a customer browsing healthy snacks on a retailer’s app might see a perfectly timed ad for a brand's new product launch. This is exactly what happened when Chobani partnered with Target’s Roundel to launch their new Chobani Zero Sugar Yogurt with a CTV test-and-learn campaign and saw a 3x return on ad spend. (“Yogurt brand’s test-and-learn with CTV lifted ROAS”, Roundel.com)

Omnichannel reach that matches how consumers shop  

From retailer websites to apps, in-store screens and even streaming platforms like Roku or TikTok, RMNs mirror the shopper’s journey. They’re designed for how people actually shop today.

Measurable ROI that proves value Here’s where RMNs excel:

They provide clear, actionable insights. With closed-loop reporting, you can trace every dollar spent to its impact, making it easier to optimize future campaigns. This is particularly true for directly measuring sales lift and return on ad spend as RMNs can track the incremental sales directly attributable to the ads against the cost of the campaign.

How to make RMNs work for you

RMNs are a powerful tool, but success depends on strategy. Keep these principles in mind:

1. Set clear objectivesStart with a goal:

Are you building awareness, driving sales or boosting customer loyalty? Defining success upfront keeps campaigns focused.  

2. Tailor ads to fit naturally

Great ads don’t disrupt; they integrate. Create value-driven messaging that feels native to the retailer’s environment—seamlessly guiding the shopper toward action.  

3. Use data to refine and repeat

Take advantage of the insights RMNs offer. Real-time sales and performance data allows you to test, tweak and iterate for campaigns that consistently perform better.