Retail Media Expands to Brands Without In-Store Presence
· 3h ago · Originally reported by The Grocer
Retail media networks are beginning to target brands that do not sell their products in physical stores. This marks a shift from traditional retail media, which has focused on brands with a direct presence on store shelves.
Why it matters
This development broadens the scope of retail media, allowing more brands to leverage shopper data and digital advertising opportunities even if they aren't stocked in stores.
Explain it like I’m new here
It's like a store letting brands advertise to shoppers even if those brands' products aren't actually sold there.
Read the original at The Grocer
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
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