target audience: TECH BUYER Publication date: Dec 2023 - Document type: IDC Perspective - Doc Document number: # US50104323
Retail Media Revenue Stream
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Abstract
This IDC Perspective outlines the conditions that retailers must think through to ensure that their customer base, advertisers, is also receiving a fair value for the efficiencies of consumer data without breaking the bank. While brands and CPGs have invested new dollars and spending into RMN advertising, many are increasingly facing challenges with their marketing media mix, especially with a shift away from brand advertising to find dollars to support retail media.
"Retailers are saying retail media is king, but retailers can't forget that customers remain king, and RMN customers are brands and CPGs," says Ananda Chakravarty, VP of research, IDC Retail Insights. "Retailers must ensure brands remain whole as they deploy RMN value."