Brands Seek Consumer Insights From Retail Media Networks
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According to a survey by Merkle, the database marketing agency owned by Dentsu, 58% of marketing executives said they work with retail media networks to understand the shopper better. As brands become less dependent on tracking cookies, first-party data that retailers collect from customers are a valuable resource.
“First-party data has become a critical offering for RMNs to help brands reach both their shopper experience and performance goals,” according to Merkle. “A recent change is that brands can now buy audience insights without media to create a better picture of their customer.”
“First-party data has become a critical offering for RMNs to help brands reach both their shopper experience and performance goals,” according to Merkle. “A recent change is that brands can now buy audience insights without media to create a better picture of their customer.”
