Retail media networks (RMNs) are a hot topic in the marketing world right now. And in marketing, especially with emerging categories, terms and definitions are helpful. This week I heard from many RMNs (and brands, agencies and tech partners) at IAB’s Connected Commerce Summit: Retail Reimagined in New York.
Why “connected commerce?” It’s a more holistic way of discussing what’s happening at RMNs. Firstly, any seller with a loyal customer following can stand up a media network, not just retailers. Marriott is a good example there. Also, RMN advertisers aren’t just the products on the shelves at the store. Non-endemic brands like financial services find good placement in retailer networks.
However, to prove the impact of these campaigns, RMNs and brands need to speak the same language. IAB’s new definitions for in-store measurement, added to RMN guidelines the organization previously released, are a good start.
Speaking of summits, The MarTech Conference kicks off next week. It’s our virtual two-day event, and you can register for free here. You can also find out more about what’s on tap by checking the agenda and list of speakers.
Chris Wood
Editor
