Retail media networks in a first-party data world
This article was based on the interview with Derek Slager of Amperity by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
One of the key aspects of this shift is the replacement of third-party data with retail media networks. Retail media networks are essentially advertising channels that are created by companies with high-quality first-party data assets. These companies, such as Kroger and The Home Depot, offer spaces for advertisers to reach their customers, both online and in-store.
In the past, third-party data was constructed from various collections of first-party data. However, with the deprecation of cookies and the increasing focus on data privacy, brands need to find new ways to collect and utilize data. Retail media networks provide an alternative solution by leveraging their own first-party data assets.
These networks offer opportunities for advertisers to target customers based on their search terms, browsing history, and other relevant data points. For example, if a customer searches for a product on The Home Depot’s website, there may be advertising opportunities for brands to promote their products related to that search term.
Retail media networks can be seen as miniature versions of platforms like Facebook and Google, but with a focus on first-party data. They provide a way for brands to continue reaching their target audience in a privacy-centric and future-proof manner.
The importance of retail media networks lies in their ability to offer valuable data and advertising opportunities in a post-cookie world. As third-party data becomes less reliable and accessible, brands need to rely on their own data assets to create personalized marketing experiences. Retail media networks provide a direct line of communication between brands and their customers, allowing for more targeted and relevant advertising.
However, it’s important for brands to understand that retail media networks are not simply a replacement for third-party data. These networks operate within a future-proof and privacy-centric framework, which means that the data collected and used will be subject to stricter consent and privacy regulations. Brands need to adapt their data collection and usage practices to align with these new standards.
Retail media networks are playing a crucial role in the replacement of third-party data in the advertising landscape. Brands that embrace these networks and adopt a first-party data strategy will be better positioned to succeed in the changing era of data privacy regulations. By leveraging their own data assets and creating personalized marketing experiences, brands can continue to engage with their customers in a meaningful way. However, it’s important for brands to stay proactive, educate their teams, invest in technology, establish data governance, and continuously iterate their data practices to stay ahead in this evolving landscape.
