Product News | October 11, 2021

In-store vs. online retail media: How each one impacts the consumer shopping experience

There’s been a lot of chatter about Amazon’s ad-heavy digital storefront in the past few months, some of it somewhat negative. While the e-commerce giant has historically been praised for being customer-centric, thanks in large part to its relevance and review-based product search rankings, things seem to be changing. If you try searching for a product on Amazon these days, the first page of search results will typically comprise nine sponsored listings, according to a study conducted by data firm Profitero – double the number of ads used by Walmart or Target.

It appears that the company’s fanatical focus on advertising has come at the expense of the consumer’s online shopping experience; now, if you want to make a worthwhile purchase, you’ll have to invest extra time and energy to evaluate brands and avoid potential traps. But as online retail media is facing mounting backlash, many advertisers are realizing that in-store retail media offers similar data-backed benefits—in addition to unique advantages all its own—without negatively impacting the consumer shopping experience.

The rise of retail media: How Amazon is reshaping the advertising industry

Following in the footsteps of search and social as digital advertising’s third big wave, retail media has already established itself as a force to be reckoned with. A recent report by GroupM found that retail media already represents 10.7% of global ad spend and forecasts that this figure will grow 60% by 2027. Built on a foundation of valuable first-party purchase data, contextually relevant ad experiences, and closed-loop reporting, retail media gives consumer brands powerful new ways to reach shoppers in the environments where their customers are buying. Amazon is at the forefront of this trend; since launching its retail media network in 2012, it’s become the US’s third-largest digital ad platform, trailing only Google and Facebook. Today, retailers like Walmart, Target, and Sephora are following Amazon’s lead by trying to build a marketing business on the back of their existing sales platform.

The rise of retail media has been particularly prominent in the US, where eMarketer estimates advertisers are on track to spend more than $37 billion on retail media networks this year, an increase of about a fifth from 2021. The same report found that while social media currently attracts more ad dollars (forecasting an annual haul of $65 billion), retail media is set to grow more than five times faster in 2022. Part of this growth can be attributed to the fact that many brands are shifting ad dollars they’d previously been spending with Facebook and other online media platforms to retailers—likely due to the fact retail media advertising stands invulnerable against the demise of third-party cookies, as well as increased scepticism regarding the efficacy of digital ads. According to the Financial Times, advertisers added $9.5 billion to Amazon’s global revenue in the third quarter of 2022, while ad revenues at Meta fell 3.7% during the same period.

The impact of putting advertisers ahead of users

While Amazon’s focus on ad tech has certainly been making its shareholders happy—in 2021, the company collected $31 billion from ad sales alone—some industry analysts contend that it has come at the expense of customer-focused recommendations, personalization, and discovery. Many of the sponsored posts showing up in search results are so subtle they look like organic search results. And even when the sponsored posts showing up in search results contain a tiny disclaimer label, these kinds of ads can be misleading because they fill up spaces people assume to contain trustworthy, independent information. Many other online marketplaces and retailer apps are following suit. The result is that retail media advertising is now, in many cases, more akin to dramatically altering shelf placement for specific people than a way to inform and delight consumers or prioritize their shopping experience.

It’s not just consumers who are starting to question online retail media’s resulting impact. Marketers are increasingly asking retailers to prove how much value is actually added by such advertising—especially since it’s not unusual for them to pay at least ten times more for slots on retail media networks than they would for programmatically-sold online ads. Although the returns can ultimately be higher, one limitation of online retail media compared to online ads on the open web is that it’s easy for consumers to shop around to different retailers; there’s little friction standing in the way of a person seeing an ad in one online store and immediately hopping elsewhere to make a purchase. This means that even though online retail media has the potential to generate in-depth performance metrics for advertisers, the ability to track which ads lead to purchases can, in practice, prove to be more difficult than initially thought.

But the online space is only one of the arenas worthy of attention for retail media advertising; retailers are also finding ever more creative ways to turn their physical properties into space they can sell to marketers. Examples of digitized retail media placements inside brick-and-mortar stores include smart screens near the entrance, video displays on shopping carts, and digital retail end cap displays. By incorporating in-store digital media, retailers are able to give their partner brands access to customers close to the point of purchase, whether a customer is shopping on their website or inside one of their physical locations.

The advantages of in-store retail media vs. online retail media

To clarify, advertising, particularly retail media, isn’t necessarily bad. Done the right way, retail media can inform customers about new products and help new businesses get a foot in the door. In particular, in-store retail media has managed to avoid many of the drawbacks outlined above while offering the data- and placement-based benefits that attracted advertisers to retail media in the first place—including access to first-party shopper data, improved campaign targeting, and real-time reporting.

Aside from avoiding the negatives, in-store digital retail media offers some distinct advantages over online retail media for advertisers looking for new and effective ways to connect with their customers. Unlike online, the consumer is seeing the ad in a specific physical environment, and often the advertised product is already right in front of them. This enables brands to reach people who are ready to buy now and are in an environment that inherently introduces more friction to the price comparison process. Online, a different site is just a click away. In the real world, at best, consumers face a long walk to get to another store that may offer a slightly better price on whatever they want to buy.

In-store retail media also allows advertisers to connect with a larger audience since there are simply more people who shop in physical stores than online. While consumers relied more on e-commerce since the start of the pandemic, The NPD Group reported that 2022 was the first year since COVID that consumers expected to make more of their holiday purchases in-store (46%) than online (45%). And the return to brick-and-mortar stores is a trend that extends beyond holiday shopping; according to McKinsey, 20% of consumers say they are now doing all of their shopping in-store, while only 5% shop exclusively online.

And while online retail media ultimately winds up making the consumer experience worse—with online ad placements going to the highest bidder instead of delivering search results based on relevance—in-store retail media is still based on improving the in-person shopping experience. Retail media advertising in physical stores is ultimately only as disruptive as a consumer wants; the inventory displayed on the shelf is the same regardless of whether someone saw an ad or interacted with its corresponding QR code. At the same time, digital in-store signage opens up new storytelling possibilities through the use of dynamic content, offering brands unique opportunities to engage with customers and leave a lasting impression.

In short, in-store retail media offers the best of both worlds: it’s a way for retailers to generate additional revenue from brands and a method of delivering a more information-rich and relevant in-store experience.

Are you missing the most valuable piece of your retail media network marketing strategy?

Check out our eBook to learn key aspects every retailer should look for when adding in-store digital marketing to their retail media network.

Product News | October 11, 2021

Broadsign and Scope3 Partner to Advance Carbon Measurement in DOOH Advertising

Collaboration unlocks new DOOH campaign emissions insights for sustainability-minded media buyers, improves DOOH carbon footprint reporting

MONTREAL, March 5, 2025 –Broadsign and Scope3 today announced a partnership that sets the stage for more accurate, comprehensive carbon modeling of digital-out-of-home (DOOH) campaigns. As more brands seek to limit carbon emissions across their businesses, including marketing, the two companies have teamed up to expand the depth and precision of available DOOH emissions data.

As a result of the collaboration thus far, agencies and brands leveraging Scope3’s carbon measurement platform can now access DOOH property and format emissions data for over 1 million screens globally when planning DOOH and omnichannel campaigns. Available insights include average CO2e per impression for DOOH screens by country and venue category.

Scope3 users can view this data alongside similar insights from web, mobile, social, CTV, and other channels for more seamless carbon-conscious media planning and reporting. While DOOH is proven to augment omnichannel campaign performance, the data now available on Scope3’s platform also demonstrates its carbon efficiency on a per impression basis, reaffirming previous studies that illustrate the medium’s carbon-efficiency advantage over other channels.

Key findings based on the data collected by Scope3 and Broadsign to date include:

DOOH is the lowest carbon-emitting marketing channel on a per/impression basis (in countries where DOOH benchmarks are available).
The primary source of DOOH carbon emissions comes from the electricity that powers the screens. Key factors include operating hours, brightness settings, and the electricity grid mix.
Approximately 95% of Broadsign-contributed screens fall at or below the median emissions level, considering factors like country and venue category.
Opting for high-quality, low-emitting screens that deliver strong performance without increasing carbon output and optimizing campaigns for time of day can help advertisers reduce emissions, as certain hours may benefit from a more sustainable energy grid mix or higher foot traffic.

“There’s a preconceived notion that DOOH is a high-emitting channel, but the data tells a more accurate story that accounts for its unique nuances,” shared David Fischer, GM, Global Ad Tech Platforms, Scope3. “Broadsign’s expertise, insights, and extensive inventory data are helping us refine our DOOH carbon measurement modeling to shed more light on the medium’s impact. Agencies and brands that use Scope3 to inform omnichannel media strategies can now better understand DOOH’s emissions, and media owners can set their inventory apart by offering insight into the carbon footprint of their screens.”

“Scope3 is the ad industry standard for carbon measurement, so partnering with them in the interest of the broader ad industry was a natural next step,” explained Bryan Mongeau, CTO, Broadsign. “As companies look to implement more sustainable practices, reducing ad campaign emissions will be an area of increasing focus, and our collaboration with Scope3 provides a strong foundation to support this demand. It not only provides invaluable insights today but also paves the way for future innovations like dynamic campaign planning and real-time media plan adjustments based on carbon intensity; we’re just getting started and have only begun to scratch the surface of what’s possible.”

Visit Scope3.com for more details and find out more about Broadsign’s journey to achieve carbon neutrality.

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com

Product News | October 11, 2021

Driving omnichannel success with DOOH: Insights from 1,050 brand lift studies

Virginie Chesnais, Chief Marketing Officer at Happydemics, explores the strategic role of DOOH in the media mix and its impact on campaign performance. Backed by extensive brand lift studies, this blog highlights how measurement helps drive better marketing outcomes.

Digital out-of-home (DOOH) advertising is reshaping the advertising landscape, blending the physical and digital worlds to deliver memorable brand experiences. While traditional out-of-home formats have always excelled in visibility, DOOH takes this to the next level by integrating data, dynamic creativity, and omnichannel synergies.

As a global solution for measuring advertising effectiveness across all online and offline media, including measuring the effectiveness of DOOH campaigns for companies like Broadsign, Happydemics delivers actionable, full-funnel metrics collected among targeted audiences, and offers one of the most comprehensive industry benchmarks to enable advertisers to compare to industry standards and optimize strategies.

With over 1,050 DOOH brand lift studies across 27 countries since 2022, we’ve seen firsthand how this medium enhances campaign performance. In this post, we’ll explore DOOH’s evolution, its strategic role in the media mix, and how marketers can leverage it to drive results at every stage of the funnel. We’ll also discuss how brand lift measurement helps demonstrate DOOH’s effectiveness, refine offerings, and deliver better outcomes across the board.

The evolution of DOOH: A must-have medium

Once viewed as a traditional and static format, DOOH has undergone a dramatic transformation. It has transformed the way we experience public spaces, blending cutting-edge technology with the pulse of urban life. Over the past decade, it has evolved into immersive displays that seamlessly integrate into our environments. No longer just an advertising medium, DOOH has become a storyteller, using motion, data, and real-time information to engage with us in the most relevant and meaningful ways. It now stands at the intersection of technology, creativity, and strategy, making it a vital part of omnichannel marketing.

Why DOOH matters more than ever

From visibility to engagement: DOOH’s evolution from static billboards to dynamic, interactive formats has expanded its capabilities. Advertisers can now deliver real-time updates, location-specific messages, and interactive campaigns.
Shaping consumer behavior: Positioned in urban centers, transportation hubs, and retail environments, DOOH captures attention where people make decisions. This strategic placement bridges offline and online, influencing both immediate actions and long-term brand perceptions.

In today’s media-saturated world, DOOH excels at cutting through the noise. Its bold, large-scale visuals and dynamic content are not only eye-catching but also foster deeper emotional connections. As part of omnichannel strategies, DOOH strengthens cross-channel message consistency and creates seamless consumer journeys.

DOOH’s strategic role in omnichannel campaigns

DOOH is highly effective at showcasing creative content and enhancing ad perception compared to other media. Its large, dynamic formats are not only clearer and more engaging but also provide a strong platform for sophisticated brand image building.

The medium excels in delivering clear messages and shaping brand positioning, making it a powerful tool for highlighting key aspects of a brand’s identity. When integrated with other channels, DOOH becomes even more powerful at driving action—like purchases, inquiries, or recommendations—creating a compelling force for influencing consumer intent. Its visual dynamism, large-scale formats, and real-time adaptability make it effective across awareness, consideration, and conversion, solidifying its value for both brand building and consumer engagement.

This graph is based on the Happydemics benchmark, which includes 6,500 Brand Lift studies. The “+Xpts” value represents the performance difference from the benchmark, showcasing how this media surpasses the average of all other media for this specific KPI.

Upper section: DOOH performance by funnel phase compared to the average of all media.
Lower section: Best-performing media by funnel phase compared to the average of all media.

When integrated into a broader omnichannel strategy, the medium amplifies impact by working in synergy with other media channels. A successful multichannel approach relies on consistency and relevance, and DOOH strengthens this by extending reach and maximizing engagement.

It also pairs exceptionally well with digital channels. For example, combining DOOH with social media elevates brand visibility, with both channels reinforcing each other’s messages. DOOH enables the delivery of contextually relevant content to targeted audiences. After viewing a DOOH display, consumers are more likely to search for the brand or engage with mobile ads. This connection between the physical and digital worlds ensures that the brand message stays top-of-mind across all touchpoints.

During the consideration phase, DOOH continues to build on brand awareness, reinforcing messages and showcasing localized offers. Its flexibility allows for dynamic, contextually relevant content, ensuring ads remain timely, engaging, and persuasive, nudging audiences closer to decision-making.

Moving down the funnel, leveraging in-game advertising, where context is crucial, can further drive consumer intent. As part of a full-funnel strategy, DOOH works seamlessly with OOH, social media, and in-game ads to drive specific consumer actions. This combination ensures that every stage of the journey is optimized—whether building awareness, enhancing brand image, sparking curiosity, or driving conversion. With DOOH at the core, brands can create campaigns that deliver precise messaging and maximize impact at every stage.

Campaign types that benefit most from DOOH

Product launches: DOOH is particularly effective for showcasing new products, delivering high ad recall, and building awareness in saturated markets.
Seasonal promotions: Time-sensitive campaigns leverage DOOH’s flexibility to adapt messaging in real-time, ensuring maximum relevance.
Service-based industries: Our analysis shows that service brands see the highest ad recall uplift with DOOH, making it a top choice for industries like travel, finance, and healthcare.

Measurement: The key to optimizing the media mix

In today’s fragmented and competitive advertising landscape, measurement is essential for campaign success—especially in DOOH, which operates in diverse, high-saturation environments. With a 135%+ increase in DOOH measurement activations on the Happydemics platform from 2023 to 2024, the industry is increasingly recognizing measurement as a necessity. By comparing ad recall, brand preference, or purchase intent between exposed and control groups, advertisers can determine the true impact of their campaigns.

Making the medium work for you

With tools to measure uplift and track performance, brands can now optimize DOOH’s placement in campaigns and refine their media strategies to deliver greater impact. The lesson is clear: the key to success lies in working across the funnel, ensuring every medium contributes to a cohesive, high-performing campaign.

As the advertising landscape continues to evolve, DOOH will remain a must-have medium—not as a standalone solution, but as a vital piece of the omnichannel puzzle.

See OOH attribution in action! Check out our case studies here.

Product News | October 11, 2021

Retail media networks 101: What they are & why they matter

Imagine you’re a brand looking to engage shoppers at the exact moment they’re considering a purchase — or a retailer eager to turn first-party shopper data into new revenue streams. Retail media networks (RMNs) make both possible.

So, what is an RMN exactly? A retail media network is an advertising platform that allows retailers to sell ad space across their owned media channels — both onsite, offsite, and in-store — to brands looking to reach high-intent shoppers. This includes everything from sponsored search ads on retailer websites and apps to in-store digital displays and point-of-sale promotions. By leveraging first-party data, retailers can provide precise targeting while unlocking new monetization opportunities. And brands gain a highly effective way to reach shoppers at the point of purchase with relevant, data-driven ads.

In this article, we’ll break down what retail media is, how retail media networks work, and why they matter for both retailers and advertisers.

Jump to:

What is retail media?
Why retail media networks matter: Benefits for retailers & advertisers
How RMNs work (RMN ecosystem)
Retail media ad formats & real-world examples

What is retail media? Understanding the bigger picture

While retail media and retail media networks (RMNs) are closely related, they aren’t the same thing.

Retail media = any advertising within a retailer’s ecosystem.

This includes in-store advertising methods like digital signage, in-store radio, and point-of-sale promotions, as well as online strategies such as sponsored product listings and display ads on retailer websites and apps.

Retail media networks (RMNs) = the monetization platform behind retail media.

A retail media network is the formal system that allows retailers to sell ad space to brands. RMNs provide the infrastructure, data, and ad inventory that make retail media possible.

Retail media vs. commerce media

Retail media is also part of a larger digital advertising movement known as commerce media. While retail media focuses on advertising within a retailer’s ecosystem, commerce media extends that approach across the entire digital commerce landscape.

📌 Why this matters:

Commerce media connects the full shopper journey — allowing brands to reach consumers before, during, and after their purchases. As the retail media space evolves, many retailers are expanding their offerings to become full commerce media platforms, helping brands engage with shoppers across multiple digital environments.

Retailers are expanding across digital environments

Why retail media networks matter (Key benefits for retailers & advertisers)

Retail media networks are changing how brands and retailers connect with shoppers, creating highly targeted, data-driven advertising opportunities at the point of purchase. As brands shift more of their ad spend to retail media — with global retail media ad spend projected to surpass US$177 billion in 2025 — RMNs are emerging as one of the fastest-growing segments in digital advertising.

This rapid growth is reshaping the relationship between retailers and advertisers, offering new ways to leverage privacy-compliant data, optimize ad reach, and influence purchasing decisions in real-time. Here’s why RMNs are becoming a must-have strategy for both in 2025:

For retailers: A win-win opportunity

Retail media isn’t just about ads — it’s about smarter, more profitable retail. Here’s how retailers benefit:

Enhanced customer experience: Retail media doesn’t just benefit retailers and advertisers — it also improves the shopping journey for customers. Personalized promotions and targeted messaging shown on in-store displays help enhance the in-store retail experience, while well-placed online ads make it easier for shoppers to discover relevant products, access timely deals, and enjoy a more seamless path to purchase across both digital and physical retail environments.
Increased basket sizes: Well-timed messaging can influence last-minute purchasing decisions, prompting shoppers to add more to their carts. Strategically placed product promotions near checkout highlight relevant add-ons, limited-time offers, and value packs that might have otherwise gone unnoticed. By seamlessly integrating these prompts into the shopping journey, retailers can increase average order value and maximize sales opportunities.
New revenue streams: By selling ad space across their websites, apps, and in-store digital displays, retailers can generate high-margin advertising revenue — between 70% and 90%, according to BCG — alongside traditional product sales. Insights gleaned from their first-party shopper data make these (and any off-site) ad placements even more valuable, enabling brands to reach highly targeted audiences in a privacy-compliant way. As brands shift more ad spend to retail media, retailers that capitalize on this demand can drive significant new revenue while strengthening partnerships with advertisers.

READ ALSO: Learn how to influence add-to-cart moments with an in-store digital media channel, featuring strategies and key takeaways from our live webinar.

For brands: Reaching shoppers at the right moment

For advertisers, RMNs offer something digital ads often struggle with: direct access to ready-to-buy consumers. This allows brands to benefit from:

Higher purchase intent: Ads appear when shoppers are actively looking for products, making them more effective and increasing the likelihood of conversion.
Precision targeting with first-party data: RMNs provide privacy-compliant insights, helping brands serve more relevant ads and refine their audience strategies.
Measurable ad performance: Unlike traditional ads, RMNs offer closed-loop measurement, so brands can track sales directly linked to their campaigns.

READ ALSO: Get a better understanding of why in-store signage advertising belongs in every brand’s retail media strategy

As RMNs continue to grow, they’re proving to be a must-have for both retailers and brands looking to maximize revenue, improve customer engagement, and drive measurable results.

In-store advertising turns shopping into memorable experiences

How RMNs work: Key players & their roles (RMN ecosystem)

Retail media networks don’t operate in a vacuum. They rely on a collaborative ecosystem of key stakeholders — all working together to deliver relevant, data-driven advertising that benefits everyone involved. Here’s a quick overview of who’s involved and how RMN advertising works:

Retailers create and manage the RMN, selling ad space across their digital and physical stores.
Brands and advertisers purchase these placements to promote their products to high-intent shoppers at key moments in their purchase journey.
Technology providers enable automation, measurement, and optimization to ensure seamless ad delivery and performance tracking via retail media platforms, ensuring ads reach the right audience at the right time.

Retail media ad formats & real-world examples

As RMNs grow, brands have more opportunities to connect with high-intent shoppers at key moments. Whether through in-store digital displays, sponsored search ads, or off-site campaigns, retail media offers targeted, data-driven advertising that enhances the shopping experience while driving measurable results.

Types of retail media advertising

Retail media comes in a variety of ad formats, depending on where shoppers interact with the brand:

1. Digital retail media (on-site advertising)

Retailers monetize their websites and apps much like traditional publishers, offering brands premium ad placements where shoppers actively search and browse.

Key digital retail media formats include:

Sponsored search ads: Paid placements that appear when shoppers search for products.
Display ads: Banner ads on a retailer’s website or app, either promoting their own products or paid for by external brands.
Video ads: Short ads featured on product pages, retailer apps, or even live-streamed shopping events.

2. Off-site retail media (beyond retailer ecosystems)

Retailers extend ad reach beyond their owned properties, placing brand ads across third-party websites, social media, and programmatic networks — all powered by first-party shopper data.

Off-site retail media formats typically include:

Social media & programmatic advertising: Retailers use shopper data to target ads on platforms like Instagram and YouTube.
Retailer-driven display/video ads: Placed on external websites and apps but still leveraging retailer data.

For example, Target’s retail media network, Roundel, leverages the big-box retailer’s first-party shopper data to deliver highly targeted ads beyond Target’s owned properties. Brands can reach Target shoppers across third-party websites, social media, and programmatic networks, keeping engagement strong and driving traffic back to Target’s stores and digital channels.

📌 Key distinction from commerce media:

Off-site retail media is controlled and sold by a retailer — even though the ad appears elsewhere. Commerce media, on the other hand, is broader, allowing brands to use retailer data but not necessarily purchasing the ad space from the retailer itself.

3. In-store retail media

Forward-thinking retailers are transforming their physical stores into dynamic ad environments, giving brands the chance to engage shoppers and influence purchasing decisions at key moments in the buying journey.

Common in-store retail media formats include:

Digital signage: Large-format screens, shelf-edge displays, or interactive kiosks showcasing promotions.
In-store radio: Audio ads played over the store’s sound system.
Point-of-sale ads: Offers displayed on checkout screens, receipts, and digital point-of-purchase (POP) displays.

Walmart’s in-store advertising solutions help brands stay top-of-mind by engaging shoppers at key moments in their journey. With a nationwide network of in-store TV screens, targeted self-checkout ads, and in-store audio placements, advertisers can seamlessly capture attention and drive influence where purchase decisions happen.

By integrating a strategic mix of retail media formats into their RMN, retailers can maximize advertising revenue while enhancing the customer shopping experience — whether online, in-store, or beyond. At the same time, brands gain valuable opportunities to stay top of mind and influence shoppers at key moments, from discovery to checkout.

In-store retail media advertising can promote special offers to boost sales

As RMNs evolve, proven out-of-home (OOH) strategies like audience targeting, engagement, and measurement are driving the future of retail media — particularly through retail digital signage solutions that enhance in-store engagement and ad impact.

By integrating these solutions into a broader RMN strategy, retailers can unlock new revenue streams, enhance the shopping journey, and maximize the value of their first-party data. At the same time, brands gain a powerful way to connect with high-intent shoppers at the point of purchase. From sponsored search and display ads to in-store digital activations, retail media offers a highly targeted and measurable advertising channel that’s only continuing to grow.

Want to make the most of your retail media strategy?

Explore our latest RMN insights and best practices for building, scaling, and maximizing the impact of a retail media network — whether you’re a retailer monetizing your media assets or a brand investing in RMNs.