The original pitch of retail media networks was to find shoppers while they’re shopping and make the sale. Now that RMNs have accomplished that, they’re trying to convince advertisers (and more of their wallets) that they can build their brands on their respective channels.
The capabilities are there. For every retailer that isn’t Amazon — the woolly mammoth of retail media with its own tech stack, measurement capabilities and streaming channel — RMNs have juiced this offering with partnerships. Meaning, retailers that don’t have their own streaming platforms or tech stacks, they’ve inked partnerships to roll out those offerings. For example, Kroger’s partnership with Disney Advertising, Walmart’s partnerships with TikTok, Meta and Snap or Instacart’s partnerships with NBCUniversal.
“Retailers own far more than online ad placements. They own aisles, screens, apps, content and cultural moments,” Kim Mayo, executive director of retail media at Trade School told Digiday in an emailed statement.
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