Data transparency and budget are among top RMN concerns among retailers

Elana Morris

An overview of the Path 2 Purchase Institute's Trends 2023: Retailer Media Networks Ratings and Challenges report.

Twenty-eight percent of retailers cite “data sharing and transparency” as an obstacle to using retail media networks (RMNs), according to a recent report from the Path to Purchase Institute. One respondent remarked that RMNs “are getting better, but it’s still essentially a black hole of information,” and that these networks require the advertiser to “spend money with a lack of understanding on the return you are receiving for that investment.”

Budget was also noted as a major constraining factor, with 21% of respondents surveyed marking the “investment level required” as an obstacle to working with RMNs. “It’s expensive...

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