Data Monetization in Retail: Unlocking New Revenue Streams with First-Party Data

As the retail landscape rapidly evolves, retailers are under increasing pressure to diversify revenue streams and maximize the value of their customer data. The deprecation of third-party cookies, heightened privacy regulations, and shifting consumer expectations have made first-party data more valuable—and more essential—than ever before. Publicis Sapient empowers retailers to transform their first-party customer data into powerful new revenue streams, leveraging advanced data monetization strategies such as retail media networks, data marketplaces, and enhanced personalization.

The New Imperative: Monetizing First-Party Data

Retailers have long collected vast amounts of customer data through loyalty programs, e-commerce platforms, and in-store interactions. However, the true value of this data often remains untapped. With third-party data sources diminishing, first-party data—collected directly and with consent—has become a critical asset for driving both customer engagement and incremental revenue.

Data monetization is not just about selling data; it’s about creating new business models and value propositions. Retailers can now:

Publicis Sapient’s End-to-End Data Monetization Approach

Publicis Sapient offers a comprehensive, end-to-end approach to data monetization, guiding retailers from initial strategy through technology implementation, marketplace access, and ongoing managed services. Our proven methodology includes:

  1. Strategy & Business Case Development

    We work with retail leaders to identify the most impactful data monetization opportunities, whether through media networks, data products, or enterprise optimization. This includes:
    • Opportunity sizing and business case creation
    • Roadmap and prioritization of monetization initiatives
    • Privacy and compliance assessment

  2. Technology Design & Implementation

    Our teams design and build custom platforms that break down data silos and enable secure, scalable data activation. Key capabilities include:
    • AdTech and MarTech stack integration
    • Customer Data Platform (CDP) deployment for unified customer views
    • Clean room and data marketplace enablement

  3. Marketplace Access & Activation

    We connect retailers to the right data channels and advertising partners, ensuring maximum reach and monetization potential. This includes:
    • Retail media network setup and operations (onsite and offsite)
    • Data sharing and collaboration with CPGs and other partners
    • Self-service tools for advertisers and robust reporting

  4. Managed Services & Optimization

    Our managed services ensure ongoing success, from media network operations to continuous optimization of data products and campaigns. We provide:
    • End-to-end management of media inventory and data activation
    • Dynamic creative and orchestration for test-and-learn agility
    • Strategic consulting for both retailers and advertisers

Real-World Impact: Retail Data Monetization Success Stories

Large U.S. Grocery Chain

Facing a need to regain control over its data and reporting, this top-three grocery chain partnered with Publicis Sapient to design and build a full AdTech, MarTech, and Commerce technology stack. The result: a robust retail media network spanning multiple brands, unlocking a revenue opportunity of approximately $1 billion, with $350–$400 million from onsite media alone. The retailer now sells bespoke audience segments to partners, driving incremental sales and business value.

Leading Department Store

Transitioning from a low-maturity state to a sophisticated, multi-channel retail media network, this department store leveraged Publicis Sapient’s expertise to stand up and operate both onsite and offsite media network operations. The outcome: a full-scale retail media network ranked #3 by Insider Intelligence, generating $100 million in annual retail media revenue and establishing the retailer as a leader in the space.

Multinational Food & Retail Group

To unlock new channel growth and break through existing revenue ceilings, this group engaged Publicis Sapient to build a strategy and technology blueprint for CPG self-service and reporting tools. The initiative is on track to deliver a $1 billion revenue opportunity by 2025, demonstrating the transformative potential of data monetization at scale.

Beyond Media: The Broader Value of Data Monetization

While retail media networks are a headline opportunity, data monetization extends further. Retailers can:

Why Publicis Sapient?

Publicis Sapient stands apart with:

Ready to Unlock New Revenue Streams?

Retailers who act now to monetize their first-party data will gain a decisive advantage in a cookieless, privacy-centric world. Publicis Sapient is your partner for every step of the journey—from vision to value realization. Let’s connect to explore how your organization can unlock the full potential of its data and create new, sustainable revenue streams.

For more information, contact our data monetization experts or visit publicissapient.com/solutions.