TECH SUPPLIER Mar 2023 - IDC Survey Spotlight - Doc # US49347923

IDC Survey Spotlight: Retail Media Growth; Retailers Value First-Party Data


Ananda Chakravarty

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.


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