Retail Media Networks: Unlocking New Revenue Streams for Retailers

Introduction: The Retail Media Revolution

Retail media networks (RMNs) are rapidly transforming the retail landscape, offering retailers a powerful new way to monetize their first-party data and digital assets. As third-party cookies disappear and traditional advertising models lose effectiveness, retailers are uniquely positioned to become the new media powerhouses—connecting brands with high-intent shoppers at the point of purchase. By 2030, the retail media network market is projected to exceed $231 billion, making it one of the fastest-growing and most lucrative opportunities in the industry.

But building and scaling a successful retail media network is about more than just selling ad space. It requires a fundamental shift in organizational mindset, technology, and data strategy. Retailers must balance the needs of advertisers seeking measurable ROI with the expectations of customers who demand relevant, seamless experiences. This guide provides a comprehensive roadmap for retailers ready to join the media network revolution, drawing on Publicis Sapient’s proven frameworks, real-world case studies, and practical steps for success.

Why Retail Media Networks? The Value Proposition

Retailers sit on a goldmine of first-party data—purchase histories, loyalty program insights, digital interactions, and in-store behaviors. RMNs enable retailers to:

Monetize first-party data by offering brands precise targeting and closed-loop measurement.
Create new, high-margin revenue streams beyond traditional retail sales.
Enhance customer experiences with relevant, personalized offers and content.
Strengthen partnerships with brands and advertisers seeking alternatives to walled gardens.

For advertisers, RMNs offer access to high-intent audiences and the ability to measure the impact of campaigns directly on sales. For customers, the promise is more relevant, less intrusive advertising and offers that genuinely add value to their shopping journey.

Building a Retail Media Network: The Four Pillars of Success

1. Organizational Change: Commit to New Ways of Working

Launching a media network is not a bolt-on initiative—it’s a strategic transformation. Success requires:

Dedicated media sales and operations teams who understand the needs of media buyers and can deliver on their KPIs.
Cross-functional collaboration across marketing, IT, data, legal, finance, and store operations.
Leadership buy-in and investment in new capabilities, from real-time analytics to campaign management.

A key mindset shift is recognizing that RMNs serve two customers: the end shopper and the advertiser. Balancing their needs is essential for long-term success.

2. Customer Centricity: Serve More Than One Customer

The most effective RMNs deliver value to both shoppers and advertisers:

For customers: Personalized recommendations, targeted promotions, and seamless omnichannel experiences.
For advertisers: Access to high-quality audiences, precise targeting, and robust measurement.

Retailers must design experiences that enhance the customer journey without compromising privacy or trust. The best RMNs are nearly invisible to shoppers—ads and offers feel like a natural extension of the shopping experience.

3. Data Centricity: Get More Out of Data

Data is the lifeblood of any media network, but not all data is created equal. Retailers must:

Consolidate and clean first-party data across all touchpoints (online, in-store, loyalty, etc.).
Invest in privacy-compliant data infrastructure, including clean rooms and consent management systems.
Enable real-time, cross-channel measurement and closed-loop attribution.
Leverage identity resolution to unify customer profiles and ensure accurate targeting.

A robust data strategy not only powers the media network but also unlocks new insights for merchandising, supply chain, and customer experience.

4. Omnichannel Integration: Meet Customers Where They Are

The most successful RMNs are omnichannel by design, integrating digital and physical touchpoints:

Online: Sponsored product listings, display ads, personalized offers on websites and apps.
In-store: Digital signage, kiosks, and point-of-sale promotions tailored to shopper profiles.
Offsite: Extending reach through external media channels using retailer data for targeting.

Seamless integration ensures that advertising is relevant and contextual, driving higher engagement and conversion.

Case Study: $100 Million in New Revenue for a Supermarket Chain

A leading American supermarket chain partnered with Publicis Sapient to build and scale its retail media network. By unifying data across devices, activating audience segments, and developing a robust channel strategy, the retailer generated $100 million in new revenue within three years. Key success factors included:

Building a dedicated media sales team and operations function.
Investing in a modern data infrastructure and clean room environment.
Creating a three-year roadmap for capability development and partner integration.
Delivering measurable ROI for CPG partners, leading to repeat investment and deeper collaboration.

This transformation not only unlocked a new revenue stream but also positioned the retailer as a strategic partner to brands and advertisers.

Practical Steps to Launch and Scale Your Retail Media Network

Assess your data maturity: Audit your first-party data assets, data quality, and privacy compliance. Identify gaps in data integration and measurement.
Build the right team: Establish a dedicated media sales and operations function. Foster cross-functional collaboration and secure executive sponsorship.
Invest in technology: Deploy a scalable, privacy-compliant tech stack—customer data platforms, clean rooms, ad servers, and real-time analytics.
Design for customer and advertiser value: Balance personalization and privacy for shoppers; deliver robust targeting and measurement for advertisers.
Pilot, measure, and iterate: Start with high-impact use cases (e.g., sponsored search, onsite display), measure results, and scale what works.
Expand omnichannel capabilities: Integrate in-store and offsite channels to maximize reach and impact.
Continuously optimize: Use data-driven insights to refine audience segments, creative, and campaign strategies.

Joining the Media Network Revolution

The retail media network opportunity is here—and it’s only growing. Retailers who act now can unlock new revenue streams, deepen customer relationships, and become indispensable partners to brands and advertisers. But success requires more than technology; it demands a holistic transformation in how retailers think about data, customer experience, and organizational design.

Publicis Sapient brings deep expertise in digital business transformation, data strategy, and media network implementation. Our proven frameworks and real-world experience—helping clients generate hundreds of millions in new revenue—can accelerate your journey from vision to value.

Are you ready to join the media network revolution?

For more information on how Publicis Sapient can help you build and scale your retail media network, visit publicissapient.com/solutions/media-networks or contact our team of experts.