Retail Media Networks (RMNs) have rapidly emerged as one of the most transformative forces in the retail and consumer packaged goods (CPG) landscape. As highlighted at Shoptalk and other leading industry events, RMNs are redefining how retailers and brands leverage first-party data to unlock new revenue streams, deliver hyper-personalized experiences, and address longstanding challenges in measurement, transparency, and operating model transformation. This page explores the rise of RMNs, the opportunities and challenges they present, and Publicis Sapient’s approach to building and scaling these powerful platforms.
RMNs are digital advertising platforms operated by retailers, enabling brands to target shoppers across owned digital properties—websites, apps, emails, and even in-store displays. The appeal is clear: RMNs offer access to rich, first-party shopper data, allowing brands to reach consumers at the point of purchase with unprecedented precision. According to industry experts, retail media has reached $30 billion in revenue faster than both search and social, and is projected to account for over 15% of all ad revenue by 2028, surpassing traditional television advertising.
The momentum behind RMNs is driven by several converging trends:
For retailers, RMNs represent a high-margin, scalable business model. Even partial investments in RMN solutions are generating hundreds of millions in annual revenue, with margins often between 40-60%. By offering self-service platforms for CPG advertisers, retailers can efficiently monetize their digital real estate and shopper data, while also driving traffic back to their primary sites from third-party locations.
Brands, in turn, gain access to granular audience segments and real-time performance data, enabling them to optimize campaigns and measure return on ad spend with greater accuracy. The ability to target loyalty program members or segment offers based on recent spend and behavior is driving higher engagement and repeat business.
The true promise of RMNs lies in their ability to deliver hyper-personalized experiences at scale. By unifying data from point-of-sale transactions, online browsing, loyalty programs, and more, retailers can create a 360-degree view of the customer. This enables:
AI and machine learning are accelerating this shift, making it possible to automate segmentation, optimize creative, and deliver the right message to the right shopper at the right time. As consumer expectations for relevance and convenience continue to rise, the ability to personalize at scale is becoming a key differentiator.
While the potential of RMNs is immense, retailers and brands face several challenges on the path to maturity:
Leading retailers and brands are embracing several best practices to maximize RMN success:
Emerging trends include the integration of RMNs with loyalty and subscription programs, the use of generative AI for content creation and personalization, and the expansion of RMNs into new verticals and geographies.
At Publicis Sapient, we help retailers and brands unlock the full potential of RMNs through a holistic, data-driven approach:
The future of retail media networks is bright—and still unfolding. As retailers and brands continue to invest in data, technology, and new operating models, RMNs will become central to the digital commerce ecosystem. Those who can harness the power of first-party data, deliver personalization at scale, and build transparent, high-performing platforms will unlock new sources of value, deepen customer relationships, and drive sustainable growth.
Ready to capitalize on the next wave of retail media innovation? Connect with Publicis Sapient to accelerate your RMN journey and lead in the era of data-driven, personalized commerce.