Retail Media Networks: Building, Monetizing, and Measuring Success in 2025

Introduction

Retail media networks (RMNs) have rapidly evolved from a promising revenue stream to a strategic imperative for retailers and brands alike. As we enter 2025, the retail media landscape is more competitive, data-driven, and omnichannel than ever before. Retailers who successfully launch and scale their media networks are not only unlocking new profit pools but also transforming their organizations, data strategies, and customer experiences. This guide provides a comprehensive roadmap for building, monetizing, and measuring retail media network success in the year ahead.

The Business Case for Retail Media Networks

Retail media is now the fastest-growing advertising channel globally, with ad spend projected to reach $140 billion in 2024 and continuing to climb. The drivers are clear: the deprecation of third-party cookies, the rise of first-party data, and the need for brands to reach consumers at the point of purchase. For retailers, RMNs offer:

New, high-margin revenue streams that can offset margin pressures elsewhere in the business.
Deeper brand partnerships and the ability to monetize digital and physical assets.
Enhanced customer experiences through more relevant, personalized offers and content.

However, the opportunity comes with challenges: a crowded competitive landscape, rising advertiser expectations, and the need for robust measurement and privacy compliance.

Organizational Change: Laying the Foundation

Launching a successful RMN requires more than adding a tech stack or selling ad space. It demands a fundamental shift in mindset and operating model:

Dedicated Media Network Teams: Treat the RMN as a standalone business unit with its own P&L, sales, and operations. Success depends on cross-functional collaboration between marketing, IT, data, legal, and finance.
Leadership Buy-In: Executive commitment is essential to secure investment, break down silos, and drive cultural change. Top-down support ensures the RMN is prioritized and resourced appropriately.
Capability Building: Invest in talent with media, data, and technology expertise. Many organizations find value in partnering with agencies or external experts to accelerate capability development and avoid common pitfalls.

Data Strategy: Clean Rooms, Privacy, and Value Creation

Data is the engine of any RMN. The most successful networks are built on:

First-Party Data Excellence: Leverage loyalty programs, transaction data, and digital interactions to create rich, consented customer profiles. This enables precise targeting and personalization.
Clean Room Environments: Clean rooms allow retailers and advertisers to collaborate on data in a privacy-safe, compliant manner. They enable audience insights, activation, and closed-loop measurement without exposing raw data.
Privacy and Consent: With rising consumer and regulatory scrutiny, robust consent management and identity resolution are non-negotiable. Progressive consent techniques and transparent data practices build trust and future-proof the business.

Omnichannel Integration: Meeting Customers Where They Are

The modern RMN is omnichannel by design, integrating digital and physical touchpoints:

Online and Offline Activation: Combine on-site digital placements, off-site programmatic, and in-store media (e.g., digital signage, kiosks) for a seamless customer journey.
Personalization at Scale: Use AI and analytics to deliver relevant offers and content across channels, increasing engagement and conversion.
Unified Measurement: Track and attribute media impact across all touchpoints, enabling holistic optimization and reporting.

Monetization: Balancing Advertiser and Customer Value

A thriving RMN serves two customers: the end consumer and the advertiser. Success depends on balancing their needs:

For Advertisers: Offer access to high-quality, addressable audiences, innovative ad formats (including CTV and video), and robust measurement. Provide self-service tools and transparent reporting to meet rising expectations.
For Shoppers: Ensure media placements are relevant, non-intrusive, and enhance the shopping experience. Personalization should feel like a service, not a sales pitch.
For Retailers: Monetize both owned and offsite inventory, leveraging data to maximize yield while protecting customer trust.

Measurement: Proving and Improving Value

Measurement is the linchpin of RMN credibility and growth. Leading practices include:

Closed-Loop Attribution: Demonstrate the impact of media on sales, both online and offline. Use clean rooms and identity resolution to connect ad exposure to purchase.
Incrementality Testing: Go beyond last-click attribution to prove true lift and ROI for advertisers.
Real-Time Analytics: Provide in-flight reporting and dashboards for both internal teams and advertisers, enabling agile optimization.
Third-Party Validation: Where possible, enable third-party tagging and independent measurement to build trust with advertisers.

Competitive Landscape and Differentiation

The RMN market is increasingly crowded, with grocers, mass merchants, specialty retailers, and even non-retailers (e.g., travel, financial services) launching networks. To stand out:

Unique Data Assets: Offer exclusive audience segments or insights that cannot be found elsewhere.
Innovative Formats: Invest in emerging channels like connected TV (CTV), shoppable video, and social commerce integrations.
Vertical-Specific Value: Tailor offerings to the needs of your category—e.g., in grocery, focus on in-store activation and closed-loop measurement; in apparel, emphasize inspiration and brand storytelling.

Best Practices for 2025 and Beyond

Start with the Right Mindset: Treat the RMN as a strategic business, not a bolt-on. Invest in people, process, and technology.
Prioritize Data Quality and Privacy: Build trust with customers and advertisers through transparent, compliant data practices.
Integrate Omnichannel Experiences: Break down silos between digital and physical, enabling seamless activation and measurement.
Balance Monetization and Experience: Maximize revenue without compromising the customer journey.
Continuously Measure and Optimize: Use analytics and experimentation to drive ongoing improvement and prove value.

Case Studies: Success in Action

Supermarket Chain: By building a robust data infrastructure and clean room environment, a leading grocer generated $100 million in RMN revenue over three years, delivering measurable sales lift for CPG partners.
Fuel Retailer: Leveraged first-party data to deliver personalized promotions via its media network, driving incremental revenue and deeper customer engagement.

The Road Ahead

Retail media networks are at an inflection point. As the market matures, the winners will be those who combine organizational agility, data excellence, omnichannel integration, and a relentless focus on both advertiser and customer value. The opportunity is significant—but so is the complexity. Retailers who invest now in the right capabilities, partnerships, and measurement frameworks will be best positioned to lead in 2025 and beyond.

Ready to build or scale your retail media network? Publicis Sapient partners with leading retailers to design, launch, and optimize RMNs that drive measurable business impact. Connect with our experts to start your journey.