Recently, a new innovation has taken the advertising world by storm: retail media networks (RMNs). These advertising platforms allow third-party brands to market to retailers’ customers through the retailers’ various sales and marketing channels.
Although companies like Amazon that pioneered the trend focused on offering their e-commerce channels to advertisers, a growing number of businesses are discovering the vast untapped potential of their brick-and-mortar fleets, says Placer.ai in a new white paper.
However, “like any other advertising platform, a retail media network needs good data to function,” Placer.ai says. “To truly unlock the potential of media networks, retailers and advertisers need comprehensive location intelligence metrics, which offer greater visibility into shoppers’ offline habits and behavior.”
Titled Five Strategies to Unlock the Potential of Retail Media Networks, the white paper examines some of the ways that retailers and advertising partners can optimize retail media strategies by tapping into location intelligence on brick-and-mortar retail consumers