Retail Media Networks Need a Data Spine Flexible Enough for the Real World

Is your RMN taking these four identity use cases into account?

August 9, 2022

Retail media networks (RMNs) are a hot new trend for brands ready to capitalize on first party data. But without proper identity, are retailers headed toward failure? In her latest for Total Retail, MediaWallah CEO Nancy Marzouk outlines how to make the crucial “data spine” that’s flexible and interoperable enough for four critical use cases:

  1. Targeting Consistently Across Screens
  2. Loyalty Programs and Other Authenticated/Non-Authenticated Scenarios
  3. Reconciling In-Store and Online
  4. Data Partnerships

→ Learn more about building out identity for retail networks at My Total Retail


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