How Do Retail Media Networks Work?

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Retail media networks operate by combining first-party shopper data, ad inventory across a retailer’s digital and physical properties, and reporting tools that tie ad exposure to verified point-of-sale transactions. They give brands a way to target high-intent shoppers and give retailers a new revenue stream built on data and ad operations.

Retail media has grown quickly. According to eMarketer, US retail media ad spend is on track to reach $109.40 billion by 2027, making it one of the fastest-growing digital channels. For IT teams and commerce analysts, understanding how these systems work is important because retail media relies on several connected components: systems that recognize logged-in shoppers, event pipelines that collect browsing and purchase ...