How B2B and B2C data accelerates growth for retail media networks

U.S. retail media will be the fastest-growing ad channel through 2027, when it is forecasted to reach $109.4 billion. By 2027, retail media is expected to be bigger than connected TV, digital audio and traditional television advertising combined.

While those figures are impressive by any measure, the channel faces multiple challenges that, if not addressed by advertisers and the networks themselves, could threaten its continued success.

Strong data strategies are essential for RMNs to navigate obstacles

Although growing rapidly, retail media still faces challenges like measurement standardization, ad format standardization and integrated cross-channel buying. These are the areas that will evolve the most in the coming years. 

That said, when it comes to executing campaigns on retail media networks today, the problem is more fundamental: RMNs face data integration challenges that hinder their ability to deliver on advertiser expectations, and advertisers must be prepared to address these limitations within their campaigns. 

RMNs and their advertisers face significant challenges bridging the gaps in first-party data and integrating data from disparate sources. This data fragmentation hinders the formation of a complete and holistic view of audiences. Additionally, integration complexity and the lack of a holistic, integrated view of customers limit the effectiveness of campaigns and diminish the ability to analyze and target audiences accurately.

Data quality is another ongoing concern for RMNs and their advertisers, who need accurate, complete and consistent data. Errors and redundancies in data can lead to poor targeting and analysis.

Finally, RMNs and their partners face increasing compliance pressures as they navigate privacy and data protection regulations, including the E.U. and U.K. GDPR, along with a rapidly growing number of U.S. states’ consumer privacy laws — now enacted in more than 20 states.

The data-paved path to continued retail media growth

RMNs and advertisers are tasked with overcoming a complex and fragmented data landscape while increasing reach. The only way to achieve these dual goals is with high-quality, trusted data combining the power of both B2C and B2B insights. 

Right now, RMNs and advertisers that need B2B data and B2C data typically need to engage separate vendors. This means separate vetting processes, separate data ingestion and management processes and separate teams of experts to guide best practices. Not only does this require more time and expertise on the part of the marketing team, but it also opens them up to more risk. They need to have a high level of trust and confidence in all vendors providing data.

This reality has been the driving force behind Dun & Bradstreet’s expansion into consumer data. To unlock the full potential of retail media, RMNs and advertisers require solutions that enrich person-level data across both business and consumer personas. At the same time, they must prioritize responsible data processing and ensure transparency for both organizations and individuals whose data is being utilized. Automated and comprehensive tools allow for faster deployment times, reduce costs associated with bad data and ultimately improve decision-making.

The rapid growth of RMNs presents both an exciting opportunity and a complex challenge for advertisers and networks alike. To fully capitalize on this burgeoning ad channel, it is crucial to navigate the evolving data landscape with precision and compliance, even as regulatory requirements are changing. 

By leveraging robust data strategies that bridge the B2B-B2C gap, networks and advertisers can overcome data fragmentation and quality issues, ensuring more effective audience targeting and campaign success. As retail media continues to mature, those who prioritize innovative data solutions and strong partnerships will be best positioned to thrive in this evolving space.

Sponsored by Eyeota, a Dun & Bradstreet company