The Rise of Retail Media Networks: How Retailers Can Monetize Data and Create New Revenue Streams

Retail media networks (RMNs) are rapidly transforming the retail landscape, offering retailers a powerful new way to monetize their first-party data, attract advertisers, and unlock incremental revenue streams. As the digital advertising ecosystem shifts away from third-party cookies and brands seek more targeted, measurable, and effective ways to reach consumers, RMNs have emerged as a critical growth engine for retailers of all sizes. But capitalizing on this opportunity requires more than just selling ad space—it demands a fundamental shift in business models, organizational structures, technology, and partnerships.

Why Retail Media Networks, Why Now?

The global retail media market is projected to exceed $231 billion by 2030, making it the fastest-growing advertising channel in the world. This explosive growth is driven by several converging trends:

The deprecation of third-party cookies has made first-party data—collected directly from customer interactions—more valuable than ever.
Retailers possess rich, consented data from loyalty programs, e-commerce transactions, and in-store purchases, enabling precise audience targeting.
Brands are eager to reach shoppers at the point of purchase, where intent is highest and measurement is most direct.
Retailers are under pressure to find new profit pools as margins are squeezed by inflation, supply chain volatility, and shifting consumer behaviors.

Retailers that move quickly to build and scale RMNs can capture a disproportionate share of this new value, while those that lag risk being marginalized as mere distribution channels.

The Business Model: From Retailer to Platform

Launching a successful RMN is not just a marketing initiative—it’s a business model transformation. Retailers must evolve from selling products to becoming platforms that connect brands, advertisers, and consumers in a mutually beneficial ecosystem. This shift requires:

Organizational change: RMNs demand dedicated teams with expertise in media sales, ad operations, data science, and analytics. Traditional retail organizations must break down silos between merchandising, marketing, IT, and finance to support a new, cross-functional operating model.
Customer centricity: RMNs serve two customers—the end consumer and the advertiser. Balancing their needs is essential. Consumers expect relevant, non-intrusive experiences, while advertisers demand measurable ROI and access to high-quality audiences.
Data centricity: The value of an RMN lies in its ability to activate first-party data at scale, in a privacy-compliant way. Clean rooms, identity resolution, and robust consent management are foundational capabilities.
Omnichannel integration: The most effective RMNs bridge online and offline channels, leveraging in-store displays, digital signage, and mobile apps alongside e-commerce and social platforms to deliver seamless, personalized experiences.

Technical and Partnership Capabilities

Building a scalable RMN requires a modern, composable technology stack that can ingest, process, and activate data across multiple touchpoints. Key technical enablers include:

Customer Data Platforms (CDPs): Aggregate and unify data from loyalty programs, transactions, web/app interactions, and in-store activity to create a 360-degree view of the customer.
Ad serving and measurement platforms: Enable real-time campaign activation, closed-loop attribution, and granular reporting for advertisers.
Clean rooms and privacy tools: Ensure data is shared and activated in a secure, compliant manner, protecting customer privacy and meeting regulatory requirements.
APIs and integrations: Connect with external partners, publishers, and demand-side platforms to expand reach and enable offsite activation.

Partnerships are equally critical. Retailers often collaborate with technology providers, media agencies, and data partners to accelerate time-to-market, access specialized expertise, and scale their networks. For example, Publicis Sapient has helped leading grocers and fuel retailers build RMNs that deliver personalized promotions and generate significant incremental revenue, often by leveraging external support rather than building all capabilities in-house.

Measurement and the Convergence of Retail and Traditional Media

One of the defining advantages of RMNs is their ability to offer closed-loop measurement—tying ad exposure directly to sales outcomes. This level of accountability is attracting brand and national media dollars that have traditionally gone to TV, social, and digital platforms. The lines between retail media and traditional media are blurring:

Connected TV (CTV): Retailers are expanding into CTV, offering purchase-based targeting and closed-loop sales measurement that complements national media buys.
Shoppable social and video: Platforms like TikTok and Pinterest are integrating with RMNs to enable seamless, measurable commerce experiences.
Holistic media planning: Brands and agencies are increasingly planning retail and traditional media together, seeking to optimize reach, frequency, and conversion across the full funnel.

However, measurement remains a work in progress. Advertisers expect real-time, third-party-verified reporting, on-site viewability tracking, and robust attribution across all channels. Leading RMNs are investing in API-based reporting, clean room integrations, and continuous improvement to meet these demands.

Omnichannel Integration: The Key to Differentiation

The most successful RMNs are those that deliver a truly omnichannel experience—integrating digital and physical touchpoints to create seamless, personalized journeys. This includes:

In-store media: Digital signage, kiosks, and point-of-sale displays that deliver targeted messages based on shopper profiles and real-time context.
Mobile and app-based experiences: Personalized offers, product recommendations, and loyalty rewards delivered through retailer apps and mobile wallets.
Click-and-collect and curbside: Leveraging fulfillment touchpoints as new media opportunities, with tailored promotions and branded experiences.

Omnichannel integration not only enhances the consumer experience but also provides advertisers with more opportunities to engage shoppers and measure impact across the path to purchase.

Case Studies: Publicis Sapient in Action

Grocery RMN: Publicis Sapient partnered with a major North American grocer to build a media network that generated $100 million in incremental revenue over three years. By constructing a robust channel strategy, data infrastructure, and campaign operations, the grocer was able to offer advertisers precise targeting and closed-loop measurement, while delivering relevant offers to shoppers.
Fuel Retailer RMN: For a leading fuel retailer, Publicis Sapient helped develop a media network leveraging extensive first-party data from loyalty programs and in-store transactions. The network delivered personalized promotions, enhanced customer engagement, and created new revenue streams for both the retailer and its partners.

Best Practices for Launching and Scaling an RMN

Start with a clear vision and executive commitment. RMNs require top-down support and investment in new capabilities, talent, and technology.
Build the right organizational structure. Dedicate cross-functional teams to media sales, operations, data science, and analytics. Foster a culture of collaboration and agility.
Invest in data quality and privacy. Implement clean rooms, consent management, and identity resolution to ensure data is actionable, compliant, and trusted by both consumers and advertisers.
Prioritize omnichannel integration. Design experiences that bridge online and offline, leveraging every touchpoint as a media opportunity.
Partner strategically. Collaborate with technology providers, agencies, and data partners to accelerate growth and access specialized expertise.
Focus on measurement and continuous improvement. Deliver real-time, transparent reporting and closed-loop attribution. Iterate based on advertiser feedback and evolving industry standards.

The Road Ahead: Monetize or Be Marginalized

Retail media is no longer a "nice to have"—it is a strategic imperative for retailers seeking to defend margins, differentiate their brands, and unlock new sources of value. As the market matures, competition will intensify, and only those who invest in the right organizational, technical, and partnership capabilities will thrive.

The future belongs to retailers who embrace the platform mindset, put data at the heart of their business, and deliver seamless, omnichannel experiences that create value for consumers, advertisers, and the business alike. The retail media revolution is here—are you ready to lead?

Ready to unlock new revenue streams with retail media?

Publicis Sapient is a digital transformation partner with deep expertise in building and scaling retail media networks for leading grocers, fuel retailers, and specialty brands. Contact us to learn how we can help you design, launch, and grow your RMN for sustainable, incremental revenue and competitive advantage.