Retail media networks use first-party data such as transaction history to connect brands with prospects close to the moment of purchase, driving revenue.
RMNs can produce relatively low customer-acquisition costs and may disrupt other forms of advertising or even traditional retail co-op relationships. But they are not perfect.
RMNs on the Rise
Amazon was among the first marketplaces to experiment with retail media. From the beginning, Amazon collected first-party data such as customer behavior and purchases with unparalleled precision.
