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IDC PlanScape: Retail Media Networks

Publisher IDC
Published Sep 26, 2022
Length 13 Pages
SKU # IDC17414650

Description

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.

Table of Contents

13 Pages
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

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