Retail media networks: the next frontier for brand growth

Retail media is gaining momentum. It is undergoing a major shift in how brands reach consumers, and the industry is skyrocketing because it offers what every marketer is chasing: precise targeting, better data, and higher ROI.

Let’s break down what’s driving the boom and why programmatic is the key to making it work at scale.

Why retail media is booming

Want the short answer? First-party data. As third-party cookies fade away, retail media networks (RMNs) are stepping up with something even more valuable. They offer direct access to real shopper behaviour.

Just think about it. Retailer giants know exactly what people are browsing, buying, and how often. That’s pure gold for advertisers. It means campaigns can target users based on actual intent, not vague interest categories or outdated demographics.

And this isn’t just for eCommerce. In-store data is now part of the mix, too. Modern RMNs combine online and offline signals, giving brands a comprehensive view of the customer journey. They track what’s happening in-store, online, and across apps, enabling consistent, data-backed targeting.

This allows brands to go far beyond standard awareness campaigns. They can now build relationships at every step of the customer lifecycle, from discovery to purchase and beyond.

A game-changer for advertisers

In the past, brands could only dream of knowing what happens at the point of sale. Now, they can connect ad impressions directly to purchases, both online and in-store. That’s a huge leap for measuring ROI, especially in sectors like CPG and grocery, where in-store sales still dominate.

Retail media also solves another big challenge: context. Ads appear exactly where shopping decisions are made, right in the digital aisle, search results, or retailer app, while the shopper is in buying mode. It’s intent-driven marketing at its best.

And brands don’t have to rely on walled gardens like social or search platforms to reach their audience anymore. RMNs offer a powerful alternative, built on trust, loyalty, and high-quality traffic. Audiences are already warm. They’re logged in. They’re ready to buy.

It’s an entirely different level of relevance and one that boosts both brand equity and conversion.

Driving ROI with shopper data & point-of-sale insights

Retail media stands out because it offers something other channels can’t: visibility into what actually drives sales. Brands can finally go beyond impressions and clicks. They can see what converts.

By tapping into real-time shopper data from retail partners, advertisers can target audiences based on various criteria. These may include behaviour like recent purchases, product categories browsed, frequency of shopping, and basket size. This level of granularity means that budgets go toward high-intent audiences, not broad segments.

At the same time, point-of-sale (POS) insights allow brands to close the loop. They can measure how digital ads directly impact both online and offline purchases. This is especially valuable for CPG and FMCG brands, where many transactions still happen in-store.

Retailers offering closed-loop attribution can show you exactly how many sales came from each campaign, ad format, and audience segment. That kind of clarity is a game-changer, and it's what makes retail media one of the most ROI-driven ad channels available today.

The role of programmatic

Of course, scaling this opportunity needs the right tech. That’s where programmatic comes in.

Programmatic buying helps automate retail media across multiple channels and formats, whether it’s banners on retailer sites, video ads in apps, sponsored product placements, or even digital signage in stores. It simplifies the complex and makes real-time decision-making possible.

Even better, programmatic brings precision targeting, dynamic creative, and performance optimisation to retail media. That means fewer wasted impressions and more relevant messaging.

When programmatic meets retail media, brands can:

• Activate campaigns quickly and efficiently
• Adjust budgets based on live performance
• Personalise creatives for different shopper segments
• Reach customers at every stage of the path to purchase
• Optimise for outcomes, not just clicks

Programmatic also allows brands to bridge retail media with their broader digital strategy. By unifying data from RMNs with other channels, they can build cohesive campaigns that follow the shopper across touchpoints.

Final thoughts

Retail media is no longer just an add-on to your media plan. It’s a central growth channel and one of the most promising forms of advertising available today.

With access to real shopper data, POS insights, and the endless power of programmatic, brands now have a rare chance to make every ad count where it matters most: at the point of purchase.

This isn’t the next big thing. It’s already here. And the brands that embrace it now will be the ones who win the digital shelf tomorrow.