How to make retail media networks accessible to all

Retail media networks (RMNs) offer companies a powerful way to connect with consumers directly at the point of purchase. RMNs boost visibility and sales by integrating ads within retail platforms and targeting based on shopping behaviors. In a data-driven advertising world, channels that link ad spend to sales are highly valued. RMNs excel here, offering detailed analytics that show ad impact on purchases. This means an efficient, cost-effective way to compete and optimize marketing strategies using the reach and data of retail giants. Given consumer privacy concerns and the deprecation of cookies, RMNs provide a highly measurable and effective means of advertising. Unfortunately, these solutions have been hard to access for those that need them most—small and midsized businesses faced with doing more with less in an increasingly competitive market. "A common challenge for any emerging brand is engaging customers, which is why it's so important to provide them with a platform to promote their products," said Giant Eagle's Joell Robinson. Robinson, who leads the grocery and fuel retailer's media network Leap Media Group, said they prioritize meeting brands where they are in their growth journey. "As retailers, we are responsible for ensuring diversity in brand representation across our stores, and we can accomplish that by making it easy for brands to engage with our guests." For both retailers and suppliers to win, RMNs should: These would open new opportunities for small and midmarket companies to compete effectively and maximize marketing investments. The parallel with DSP evolution Advertising technology has evolved to make media buying more accessible. Initially, ad networks simplified the process by aggregating ad space across multiple publishers, democratizing access to digital advertising. Then, demand-side platforms (DSPs) emerged, enabling real-time, automated ad-space buying, significantly improving targeting and efficiency. However, early DSPs were complex and often inaccessible to midmarket companies due to high costs and technical challenges. “Today, RMNs represent the next phase,” said James Avery, CEO at retail media ad server Kevel. “Like early DSPs, RMNs face challenges in accessibility and complexity for midmarket companies. The potential of RMNs is clear, but barriers to entry, such as technical complexity and high costs, remain. To fully unlock RMNs' potential, solutions must evolve.” Solutions for midmarket engagement RMNs should adapt their enterprise-level solutions for midmarket companies, just like Pinterest and Meta have done. Here’s why: Making these adjustments can be costly and complex. That’s why partnerships with DSPs like StackAdapt are essential for RMNs to simplify adoption and provide measurable solutions. These partnerships reduce barriers and meet customers where they are today. Key benefits include: Partnerships with platforms like StackAdapt are key for RMNs to reduce adoption burdens and provide measurable results, creating a more inclusive and efficient advertising ecosystem. Unlocking midmarket potential Retailers often overlook midmarket revenue potential by focusing on large-scale solutions. The key is to make RMN tools more accessible and user-friendly for small and midmarket companies. Simplifying data access and integrating with familiar platforms allows RMNs to reach this underserved segment. Reducing complexity attracts more suppliers and advertisers, driving significant growth. The future of RMNs depends on catering to midmarket needs. Enhancing usability ensures all companies can leverage these tools, fostering a more inclusive and dynamic advertising ecosystem. About StackAdapt StackAdapt is a multichannel digital advertising platform that is leading the industry with machine learning and artificial intelligence at its core. Ad buyers plan, execute and manage data-driven digital advertising campaigns across all devices, inventory and publisher partners. Specializing in native, display, video, connected TV, audio, in-game and digital out-of-home advertising, StackAdapt is the No. 1 DSP and a Top 100 Software Product on G2, supporting marketers and advertisers globally.

How to make retail media networks accessible to all

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