IDC PlanScape: Retail Media Networks
This IDC study is designed for a retailer view of retail media networks (RMNs) and how retailers can introduce and develop their networks as a new revenue stream. "For low margin retailers, the adjacent market of retail media networks is an unexpected windfall provided the retailer invests," says Ananda Chakravarty, VP of research, IDC Retail Insights. "As the RMN market expands, the focus will be on firms that help harness data — the foundation of high-performance retail advertising."
Please Note: Extended description available upon request.
- IDC PlanScape Figure
- Executive Summary
- Why Are Retail Media Networks Important?
- RMNs Disrupt the Advertising Ecosystem with New Spend
- First-Party Retailer Data Is More Valuable and Offers Higher Margins
- Targeting Data Is Scarce
- Retailers Can Monetize Data, Brands, and Properties
- Data Privacy Control Is Shifting to the Consumer
- What Is a Retail Media Network?
- Who Are the Key Stakeholders?
- How Can My Organization Take Advantage of Retail Media Networks?
- Multistep Growth Needs Multistep Investment
- Data Management and Related Infrastructure Is the First Step
- Partnering Is Key for All Steps
- New RMNs Have Many Moving Parts, But Usually a Dearth of Inventory, Tools, and Metrics
- Limited Ad Inventory
- Nonstandard Purchasing
- Limited Metrics and Inventory Validation
- The In-Store Experience Is Still the Most Valuable
- Advice for Technology Buyers
- Custom Plus Partner Equals In-House Development
- Partner Compatibility Is Crucial
- Don't Jump on COTS
- Related Research
Research Assistance
Download our eBook: How to Succeed Using Market Research
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.
Download eBook