Retail Media Networks Beyond Retail: How Hospitality, Fuel, and Financial Services Are Monetizing First-Party Data

The rapid evolution of retail media networks (RMNs) has redefined how organizations monetize their most valuable asset: first-party data. While retailers have pioneered this transformation, adjacent industries—including hospitality, fuel, and financial services—are now seizing the opportunity to build high-margin advertising platforms that deliver measurable value for both brands and consumers. Publicis Sapient stands at the forefront of this cross-industry revolution, enabling organizations to unlock new revenue streams, deepen customer engagement, and future-proof their business models through data-driven media networks.

The Expanding Universe of Media Networks

Media networks are no longer the exclusive domain of retail giants. Any business with a direct relationship to end consumers—be it a hotel chain, fuel retailer, or financial institution—can leverage its digital touchpoints and rich first-party data to create a media network. These platforms connect advertisers to high-intent audiences, offer closed-loop measurement, and provide real-time insights that traditional advertising channels simply cannot match.

By 2028, media networks are projected to account for over 15% of global ad revenue, surpassing even television. The market is expected to reach $231 billion by 2030, with non-retail sectors playing an increasingly significant role in this growth.

Sector Spotlights: Hospitality, Fuel, and Financial Services

Hospitality: Personalization at Every Guest Touchpoint

Leading hotel chains are transforming their loyalty programs and digital properties into powerful media networks. Advertisers—ranging from tour providers to theme parks—can reach loyalty members based on their interests and historical behaviors. Ads are delivered across websites, mobile apps, marketing emails, and even in-room TVs and lobby displays. The appeal for advertisers is clear: access to a high-value, engaged audience and the ability to monitor campaign performance in near real-time, enabling agile optimization and demonstrable ROI.

Fuel Retailers: Monetizing the On-the-Go Consumer

As electric vehicles disrupt traditional fuel sales, fuel retailers are diversifying revenue by launching media networks. By leveraging loyalty programs and in-store data, these companies deliver personalized offers at the pump, in-app, and on digital screens. For example, a customer recognized by their loyalty number at the pump might see a targeted ad for a protein drink they frequently purchase, driving impulse buys and incremental revenue. Advertisers benefit from closed-loop measurement, connecting ad exposure to actual purchases—an advantage that is especially valuable in a sector defined by high-frequency, short-duration visits.

Financial Services: Precision Targeting and Closed-Loop Measurement

Financial institutions possess a unique edge: access to granular transaction data and spending histories. This enables them to offer advertisers highly targeted audience segments—such as pet owners, gym members, or frequent travelers—while maintaining strict privacy compliance. Media networks in financial services can replicate the closed-loop measurement of retail, tracking campaign performance from impression to transaction. Some institutions are innovating further by offering performance-based pricing, charging advertisers only for measurable outcomes. The result is a win-win: advertisers reach high-intent audiences, and financial services firms unlock new, high-margin revenue streams.

Overcoming Industry-Specific Challenges

While the opportunity is immense, each sector faces unique challenges:

Data Privacy and Compliance: Especially in EMEA and APAC, organizations must navigate complex regulatory environments (such as GDPR) and implement privacy-by-design principles, including anonymization, robust consent management, and transparent data governance.
Fragmented Technology and Data: Many businesses operate with siloed data and legacy systems. Success requires unified data platforms, modern cloud architectures, and seamless integration across digital and physical touchpoints.
Organizational Readiness: Building a media network demands new capabilities in ad sales, campaign management, and analytics. Flexible operating models and cross-functional collaboration are essential to scale quickly and effectively.

Publicis Sapient’s End-to-End Approach

Publicis Sapient partners with organizations across industries to design, build, and scale media networks that deliver measurable business impact. Our approach is grounded in:

Data Modernization: Unifying and refining first-party data across all touchpoints—loyalty programs, apps, websites, and in-store systems—to enable effective targeting and measurement.
Privacy and Compliance: Embedding privacy-by-design into every aspect of the media network, leveraging data clean rooms, anonymization, and transparent consent management to ensure regulatory compliance and build customer trust.
Technology Accelerators: Our Media Network Accelerator, developed with leading technology partners, enables rapid launch and scaling of media networks, featuring AI-powered audience segmentation, omnichannel measurement, and automated campaign management.
Flexible Operating Models: We offer build-operate-transfer partnerships, bridging capability gaps and enabling organizations to transition to in-house operations as they mature.
Closed-Loop Measurement: Providing advertisers with near real-time reporting on campaign performance, differentiating our clients’ media networks and driving advertiser satisfaction.

Real-World Impact: Success Stories Across Sectors

Hospitality: A global hotel chain leveraged its loyalty program and digital channels to create a media network, enabling advertisers to reach guests with personalized offers and measure campaign performance in real time.
Fuel Retail: Fuel retailers in EMEA and APAC are using loyalty and in-store data to deliver targeted offers at the pump and in-app, driving impulse purchases and deeper customer insights.
Financial Services: Banks and fintechs are monetizing transaction-level data, offering advertisers closed-loop measurement and high-intent audience targeting, all while maintaining strict privacy compliance.
Convenience Stores: Wawa, a leading U.S. convenience store chain, partnered with Publicis Sapient to launch Goose Media Network, delivering personalized offers and promotions across web, app, and gas pump screens, with immediate feedback on campaign performance.

The Path Forward: Unlocking New Revenue and Customer Value

The expansion of media networks beyond retail is just beginning. Organizations that act now to modernize their data, embrace privacy-first principles, and invest in scalable technology will capture a disproportionate share of this high-growth market. Publicis Sapient’s proven frameworks, accelerators, and cross-industry expertise position us as the partner of choice for businesses ready to lead in the new era of data monetization.

Ready to unlock the power of your first-party data and build a high-margin media network? Connect with Publicis Sapient to start your transformation journey and realize new value for your business, your partners, and your customers.