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...
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