First party data is the biggest draw for retail media, say advertisers

Elana Morris

An overview of the latest trends for Retail Media Networks (RMNs) based on the Association of National Advertisers (ANA)’s newest report.

Retail media networks (RMNs) are seen as a crucial source for first-party data in lieu of cookies, according to the Association of National Advertisers’ (ANA) recent retail media report. Brand advertisers were surveyed across five different benefits that could be derived from RMNs, including leveraging first-party data, integration of merchandising at the retailer level, directly driving sales, improved retailer relations, and strengthening overall communication plan integration. Though retailers noted all these opportunities as important, the use of first-party data stood out as the most significant factor in using RMNs, with 56% of surveyed advertisers marking it as very...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands