IDC PlanScape: Retail Media Networks

IDC PlanScape Figure

• Figure: IDC PlanScape: Executive Summary of Retail Media Networks

Executive Summary

Why Are Retail Media Networks Important?

• RMNs Disrupt the Advertising Ecosystem with New Spend

• Figure: RMN Spend Is Incremental

• First-Party Retailer Data Is More Valuable and Offers Higher Margins

• Figure: The Online Advertising Juggernauts Offer Targeted Audiences

• Figure: Targeted Ads Drive Higher ROAS

• Targeting Data Is Scarce

• Figure: Regulations, Browser Impacts, and Corporate Policy Influence Targeting

• 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?

• Figure: Top Retailer Positions and Role Vary

How Can My Organization Take Advantage of Retail Media Networks?

• Multistep Growth Needs Multistep Investment

• Figure: Crawl, Walk, Run Approach Models the RMN and Its Key Capabilities

• Data Management and Related Infrastructure Is the First Step

• Partnering Is Key for All Steps

• Figure: Advertisers Form the Core of the Advertising Ecosystem

• 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

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