Building a Retail Media Network in 2025: A Guide for Brands

In today’s fast-changing retail world, traditional advertising methods are no longer enough to meet customer expectations and drive sales. So, how can your brand stay ahead of the competition and reach customers more effectively?

The answer lies in Retail Media Networks (RMNs). These networks enable brands to connect directly with their customers through digital channels like websites, apps, and in-store displays. But what exactly is an RMN, and why should your brand think about building one?

The retail media industry is growing rapidly. In the U.S. alone, RMNs are projected to generate $40 billion in revenue by 2026. Brands and retailers are increasingly turning to RMNs to take control of their advertising, delivering more personalized and targeted messages directly to the right consumers. As the demand for these networks grows, there’s an increasing need for tools that make building and managing them easier and more effective.

In this article, we’ll explore why creating a Retail Media Network is a smart move for your brand, and how Sekel Tech can help you set up and manage your own network with ease. We’ll discuss the opportunities, challenges, and how Sekel Tech’s platform makes your RMN journey simpler and more successful.

What is a Retail Media Network (RMN)?

A Retail Media Network (RMN) is a digital platform where brands and retailers can advertise directly to customers through the retailer’s owned media properties, such as their website, mobile app, or in-store displays.

In simpler terms, a Retail Media Network allows brands to turn their digital assets—like websites and apps—into media spaces they can sell to third-party brands. By utilizing first-party data (data collected from their customers), retailers can offer highly targeted advertising. This makes RMNs a powerful tool, focusing on reaching consumers who are already in a buying mindset.

As eCommerce continues to dominate consumer shopping habits, Retail Media Networks are becoming more important. They enable brands to reach the right people at the right time, maximizing their advertising spend and increasing conversion rates.

Why Should Brands Consider Building a Retail Media Network?

The growth of Retail Media Networks (RMNs) is undeniable, and the potential for revenue and better targeting is even more exciting. Here’s why building your own RMN makes sense:

1. Revenue Growth

Brands can create a new revenue stream by selling advertising space on their digital platforms. Research shows that 54% of U.S. RMNs generate 21-40% of their revenue from data services, reflecting the shift toward more data-driven advertising.

2. Better Targeting

Retail Media Network gives brands access to detailed first-party data, enabling the creation of highly personalized and effective ads. This means better returns on investment (ROI) for advertising efforts.

3. Control Over Ads

With a Retail Media Network, brands gain full control over their advertising campaigns. They can target specific audiences, adjust messaging, and refine strategies in real-time, leading to more effective campaigns and better customer relationships.

In the U.S., RMNs are already well-established, and European markets are showing huge growth potential. Brands have a clear opportunity to capitalize on the increasing demand for more targeted, data-driven advertising.

How Sekel Tech Makes Retail Media Networks Easy to Build and Manage

Building an RMN may seem complex, but Sekel Tech makes it simple. Sekel Tech’s platform provides everything you need in one unified solution, taking the hassle out of building and managing your own Retail Media Network.

Here’s how Sekel Tech helps - 

1. Data Consolidation

Sekel Tech gathers and organizes data from all your retail touchpoints—whether online or offline. This ensures your ads are based on accurate data, improving campaign performance and attribution.

2. Cloud-Based Infrastructure

Sekel Tech’s platform is cloud-based and scalable, which means that as your business grows, your Retail Media Network can grow with it. You can manage your Retail Media Network from anywhere, keeping you in control no matter where you are.

3. Simplified Operations

We simplify the complex process of running a Retail Media Network. With Sekel Tech, you can manage inventory, place ads, and track customer data—all from a single dashboard. This saves time and reduces operational headaches.

Sekel Tech’s platform is designed to empower brands, providing the tools and insights needed to succeed in the retail media space, without the complexity. Whether you're a small retailer or a large enterprise, Sekel Tech ensures your RMN is easy to build, manage, and scale.

Watch this video to gain actionable insights into Sekel Tech’s Platform. "Elevate Discovery, Enhance Engagement, Drive Demand!"
 

The Growing Market Opportunity for Retail Media Networks

The Retail Media Network (RMN) market is rapidly expanding as brands seek more efficient, data-driven ways to advertise. Here’s why RMNs are experiencing such growth and the potential they hold

- Revenue from Data Services

RMNs allow brands to use their first-party data to improve targeting and personalize ads. This has led to significant revenue growth, especially from data services like audience insights. In fact, 54% of U.S. RMNs earn 21-40% of their revenue from data. Brands are tapping into this data to increase ROI.

- Ecommerce Growth

As online shopping continues to rise, RMNs offer brands the opportunity to reach customers when they’re most likely to buy. This makes Retail Media Networks a highly effective advertising tool, driving fast growth in the market.

Regional Insights

- U.S. Market Maturity

The U.S. is leading the way in RMN development, with large retailers like Amazon and Walmart already generating significant revenue from their RMNs. These networks are well-established, and U.S. brands have access to advanced targeting and analytics.

- Europe’s Growth Potential

While the European Retail Media Network market is still growing, it holds huge potential. As retailers in Europe begin to build their own RMNs, there’s an exciting opportunity for brands to capitalize on the market before it becomes saturated, just like the U.S. market.

In short, RMNs are growing rapidly in both the U.S. and Europe, offering brands a valuable opportunity to increase revenue through data-driven advertising. While the U.S. market is mature, Europe presents a promising area for growth.

To dive deeper into the strategic value and long-term impact of RMNs, check out this insightful article by Flipkart Commerce Cloud: How Retail Media Networks Can Fuel Success for Brands.

Key Challenges Brands Face in Building Retail Media Networks

Building an RMN can be a complex process. While the opportunity is significant, there are several challenges that brands must address:

1. Long Setup Times

Traditional RMN setups can take up to 24 months, requiring large teams (typically 6+ people) to manage the process. This long timeline delays a brand’s ability to capitalize on the benefits of an RMN.

2. Data Interoperability

Different data systems often don’t communicate well, causing difficulties in data integration. This hampers the ability to gain accurate insights and optimize campaigns.

3. Attribution Accuracy

With multiple touchpoints across channels, brands struggle to measure the exact impact of their advertising efforts, making it challenging to assess ROI and fine-tune strategies.

How Sekel Tech Helps Brands Build Their Retail Media Network

Sekel Tech simplifies the creation and management of Retail Media Networks (RMNs) by providing a unified, scalable platform that integrates all the tools and features brands need. Here’s a structured breakdown of how Sekel Tech’s platform supports brands in building a successful Retail Media Network

1. Seamless Integration

- Unified Platform

Sekel Tech’s platform seamlessly integrates ad technology, cloud services, and multiple data sources, making it easy to manage your Retail Media Network from one place.

- Integration with Data Sources

Connects with product, customer, and transaction data to optimize ad placement and improve performance across all channels (web, mobile, in-store).

- Streamlined Ad Management

Simplifies the process of managing ads across various touchpoints, eliminating the need for multiple platforms and reducing operational complexity.

- Better Ad Relevance

By integrating data, the platform ensures that ads are always relevant and aligned with customer behavior, leading to higher engagement and conversions.

2. Data-Driven Insights

- Real-Time Analytics

Gain access to live, real-time performance data that helps track and optimize Retail Media Network campaigns on the fly.

- Informed Decision Making

Detailed insights into customer behavior, ad performance, and product sales allow for smarter decision-making.

- ROI Tracking

Track the return on investment for each campaign, ensuring that marketing efforts are paying off.

- Campaign Optimization

Use data to adjust digital campaigns quickly, optimizing for better targeting, messaging, and ad performance.

- Personalized Ads

Leverage customer-level data to create highly personalized ads that resonate with the target audience, improving ad relevance and conversion rates.

3. Scalability

- Flexible Growth

Sekel Tech’s platform is designed to grow with your brand. As your business expands, the platform adapts to meet your increasing needs, whether in terms of geographic reach or product range.

- Cloud-Based Infrastructure

The platform’s cloud-based infrastructure ensures that it can scale seamlessly, whether you’re operating locally or internationally.

- Customizable Features

Whether you're a small business just starting or a large enterprise, Sekel Tech offers scalable features that can be tailored to your specific business requirements.

- Multi-Regional Support

The platform allows businesses to expand into new markets with ease, ensuring that your Retail Media Network remains effective across regions.

- Growth-Ready Capabilities

As your brand grows, Sekel Tech’s platform provides additional functionalities to support your evolving needs, from enhanced analytics to more advanced targeting features.

Dive deeper into the Role of the Data Platform with this detailed video guide. "What Role Does a Data Platform Play in Generative AI Integration?"
 

Frequently Asked Questions (FAQs)

1. What is a retail media network?

A retail media network (RMN) is a platform created by a retailer that allows brands and advertisers to promote their products directly on the retailer’s owned properties-such as websites, apps, emails, and even in-store screens. These networks use the retailer’s first-party shopper data to deliver personalized and highly targeted ads to consumers who are actively browsing or purchasing. This approach enables brands to connect with consumers closer to the point of sale, increasing the chances of conversion. It also helps retailers unlock a new revenue stream from advertising while enhancing the customer experience.

2. Why is retail media so important?

Retail media has become a cornerstone of digital marketing because it allows brands to engage shoppers using high-quality, privacy-compliant first-party data. It helps advertisers target the right audience at the right time, improving ad relevance and performance. With increasing restrictions on third-party data and cookies, retail media offers a future-proof solution for precise targeting. Additionally, it boosts collaboration between brands and retailers, driving measurable sales and higher return on ad spend (ROAS). For retailers, it opens a profitable new business model that enhances shopper experiences.

3. Why are retail media networks growing?

Retail media networks are seeing rapid growth due to the rise of ecommerce, the deprecation of third-party cookies, and the increasing demand for performance-driven advertising. As retailers gain access to rich, first-party customer data, they’re uniquely positioned to offer advertisers direct insight into shopper behavior. This data-driven targeting makes retail media highly effective and attractive for brands looking to maximize ROI. Moreover, RMNs enable retailers to monetize their owned digital assets, creating a win-win ecosystem for both parties and fueling continued investment in the space.

4. How big is retail media?

Retail media has grown into one of the most significant channels in the advertising world. Globally, the retail media market is expected to exceed $100 billion by 2025, outpacing many traditional and digital ad formats. Major retailers like Amazon, Walmart, and Target are already leading the space, with more regional and niche retailers building their own RMNs to capture market share. This explosive growth signals a long-term shift in how advertising dollars are spent, with retail media now seen as essential to any modern marketing strategy.

5. How do retail media networks work?

Retail media networks function by leveraging a retailer’s owned assets and rich customer data to deliver targeted advertisements. Brands pay to display ads on the retailer’s ecommerce site, mobile app, search results, product detail pages, or even in-store displays. The retailer uses its first-party data to segment audiences based on real-time behavior, purchase history, and demographics—ensuring ads are shown to the most relevant consumers. This real-time, intent-driven targeting helps brands influence purchase decisions and provides retailers with performance insights to optimize campaigns.

Conclusion

As retail media networks continue to grow, brands that embrace Retail Media Networks are positioning themselves to tap into new revenue streams, improve targeting, and gain greater control over their advertising efforts. Sekel Tech offers the tools and solutions necessary to overcome the challenges of building and managing a Retail Media Network, providing a simplified, efficient approach to help you achieve success in the retail media space.

With Sekel Tech, you can build, scale, and optimize your own Retail Media Network, driving meaningful results and unlocking the full potential of your advertising efforts.

Ready to take control of your retail media? Contact Sekel Tech today to learn more and get started on your RMN journey!

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