CPG retailers see consumer targeting potential in RMNs

Elana Morris

An overview of Bain & Co's recent report on Retail Media Networks.

CPG advertisers say that effectively targeting category consumers is the most advantageous use of retail media networks (RMNs), according to data from consulting firm Bain & Company. A smaller, but still notable number of CPG advertisers said that improving targeting through first-party data specifically was a major advantage of RMNs. Bain & Company initially projectedRMN spending to see a $25 billion increase from 2018 to 2023. As privacy restrictions continue to tighten, CPG retailers will have to find ways to unify around RMNs to maximize the potential of this nascent channel....

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