US brands work with retail media networks to gain shopper insights

Elana Morris

US brands cite gathering shopper insights as the primary reason to partner with RMNs.

Brands in the US, UK, and Canada work with Retail Media Networks for a wide range of reasons, including as a strategy to better understand their shoppers, to build a stronger partnership with the retailer, and to deliver more personalized communications with shoppers, among other reasons. This data emerged from a new report by advertising intelligence firm Merkle. Brands in the UK and Canada cited the use of first-party data as the primary reason to collaborate with RMNs, while US brands differed in their approach to retail media partnerships. Seventy-two percent of US brands surveyed said that they worked...

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