A Beginner’s Guide to Understanding Retail Media Networks (RMNs)

If you’ve been anywhere near the marketing world lately, you’ve probably heard the term Retail Media Network (or RMN) popping up everywhere. It’s one of the fastest-growing areas in advertising, for good reason. But what exactly is a retail media network, & why is everyone talking about them?

Let’s break it down.

What Is a Retail Media Network?

A Retail Media Network is a platform owned by a retailer that allows brands to advertise directly to the retailer’s shoppers, usually using the retailer’s first-party data.

Think of it as the retailer becoming a media company. Instead of just selling shelf space in stores, they now sell digital ad space across their website, app, email, & even offsite channels like social media or connected TV.

Example: When you see a sponsored product placement while shopping online at a major retailer, that’s retail media in action.

Why Retail Media Matters

RMNs are transforming the way brands reach consumers because they combine reach, relevance & results in one place:

• Reach: Millions of loyal, logged-in shoppers visit retailer sites daily.

• Relevance: Retailers have first-party purchase data, so ads can target actual buyers with precision.

• Results: Brands can tie campaigns directly to sales outcomes — something traditional media has always struggled with.

It’s performance marketing & brand marketing rolled into one.

Where Retail Media Ads Appear

Retail media isn’t just banner ads on a website. It’s an ecosystem that spans multiple touchpoints, including:

• Onsite: Sponsored products, banner ads, or brand pages within the retailer’s website or app.

• Offsite: Programmatic ads powered by retailer data but shown across the open web or social media.

• In-store: Digital screens, in-aisle signage, & even audio announcements in physical stores.

The magic is in the connection; data from all these channels can be tied back to shopper behavior & purchase outcomes.

How RMNs Benefit Everyone

For retailers: It’s a new revenue stream built from data they already own.

For brands: It’s a way to get closer to the moment of purchase & better understand ROI.

For shoppers: Ideally, it means more relevant offers & less noise.

When done right, everyone wins.

The Rapid Growth of RMNs

Retail media has become one of the fastest-growing areas of advertising, projected to surpass $150 billion globally by 2026. Major retailers like Walmart, Amazon & Target paved the way, but now grocery chains, pharmacies & even convenience stores are joining in.

The reason? With privacy changes limiting third-party data, retailers’ first-party shopper data is more valuable than ever.

What’s Next for Retail Media

The next phase of retail media is all about scale & sophistication — think better measurement, cross-channel planning & deeper creative integration. As the industry matures, expect to see more standardization & collaboration across networks to make it easier for brands to plan holistically.

Final Thoughts

Retail media isn’t just a buzzword; it’s redefining the way brands connect with consumers. Whether you’re a marketer, advertiser, or just curious about where your digital ad dollars go, understanding RMNs is essential for keeping up in today’s commerce-driven landscape.

-Malorie Ragsdale, MBA.

Disclaimer: The views and opinions expressed on this website are solely my own and do not reflect the views or opinions of any affiliated organizations, employers, or other entities.