target audience: TECH SUPPLIER Publication date: Mar 2023 - Document type: IDC Survey Spotlight - Doc Document number: # US49347923
IDC Survey Spotlight: Retail Media Growth; Retailers Value First-Party Data
This IDC Survey Spotlight identifies the n-party customer data that retailers value most and the data trend that retailers expect to value as the industry continues to adopt retail media networks. What kind of data do retailers expect to use going forward, and how does this fit with customer data for advertising and the rapid growth of retail media? Retailers are shifting toward less use of third-party customer data. Retailers are also looking to increase use of their zero-party and second-party data to build higher-value data for monetization.