What is a Retail Media Network?
A Retail Media Network refers to large retailers’ own sales platforms that can be used as advertising platforms for their own or third party advertising. External advertisers thus gain access to the retailer’s customer data and advertising channels, e.g. the website or shopping app. In this way, brands can reach consumers with their product when they are already looking at other products and have an intention to buy. The largest retailers in the world have a large mass of customers and customer data – and usually above-average traffic on their websites. Through their retail media networks, these retailers offer other brands access to both their digital advertising platform and their specific target groups that were previously inaccessible. Advertisers then have the opportunity to place ads on, for example, the home page, the product detail page, the category page or the search page. This allows advertisers to engage with consumers at different points in the buying process through their ads.