Retail Media Networks Boom: Key Components of Retail Media Stack
Retail media networks (RMNs) are booming, with a new one launching almost daily, driven by high advertising demand. The tech stack powering these networks, known as the retail media stack (RMS), is crucial for onsite advertising and audience extension using retail data. This article explores the key components of RMS and recent developments in the retail media landscape.
The RMS consists of several critical components. The UI/Buyer Portal manages and activates both on-site and off-site campaigns, serving as the primary interface for advertisers. The PLA marketplace handles thousands of native ad creatives, keyword targeting, and campaign KPI set-ups. Audience extension segments and activates first-party data for buyers on the open web and walled gardens. Attribution connects ad spend to offline and online sales, with return on ad spend (ROAS) being the primary focus.
Significant players in the RMS are making waves. PayPal recently announced plans to launch an ad business. Meanwhile, companies like Dover and its subsidiaries, including Dover Food Retail, with advanced retail tech solutions, and platforms like GoWit, prominent in EMEA markets, are likely to be involved in discussions about handling 'retail data' next year. Notable scaled players in the RMS category include Criteo, Kevel, CitrusAds, and Nexta.
Retail media is currently the most popular category in ad tech, with a retail media network being launched almost daily. The RMS, with its components of UI/Buyer Portal, PLA marketplace, audience extension, and attribution, is at the heart of this growth. As retail data becomes increasingly valuable, discussions around its handling are set to intensify, with major players like PayPal, Dover, and GoWit at the forefront.
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