Retail media is an opportunity for brands and retailers to achieve marketing goals through a collaborative, technology-enabled process.
At its core, this involves privacy-safe technology that allows retailers to expose their own anonymized, secure data (for example, aggregated e-commerce data) to monetize and activate their insights.
In practice, retailers can share hashed identifiers and anonymous segments with brand advertisers while preserving user privacy.
This in turn lets brands and agencies plan digital campaigns on anonymized data that is efficiently monetized for retailers.
Brands bene t by improving campaign measurement and optimization, ultimately gaining higher ROI on their ad spend.
