emerging
Retail Media Network Expansion
Retail media networks are growing globally, requiring retailers to strategically leverage data sharing and build their own networks to monetize their platforms.
Timeframe
near-term
Impact areas
Detailed Analysis
Retail media networks are evolving rapidly, expanding beyond grocery and the U.S. market. Retailers are exploring data co-ops and sharing opportunities to broaden their reach. "Contribute [data] to a marketplace and create a bigger clean room where everyone does data sharing, because CPGs are just looking for the place where their advertising will be the most powerful," advises Sudip Mazumder, Retail Industry Lead at Publicis Sapient. This collaborative approach allows retailers to compete with larger platforms while still monetizing their own websites, particularly by leveraging the growing popularity of private-label brands. Building robust digital infrastructure to support targeted advertising across various channels is crucial for success.
Context Signals
Growth of retail media networks across sectors and regions
Walmart's expansion of in-store retail media
Increasing consumer preference for private-label brands
Edge
Retailers could leverage AR/VR to create immersive advertising experiences within their media networks.
Personalized advertising based on individual shopping intent and real-time interactions will become increasingly sophisticated.
Retailers may partner with influencers and content creators to enhance their media offerings and reach specific customer segments.
