| 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 IABâs Connected Commerce Summit: Retail Reimagined in New York. Why âconnected commerce?â Itâs a more holistic way of discussing whatâs 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 arenât 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. IABâs 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. Itâs our virtual two-day event, and you can register for free here. You can also find out more about whatâs on tap by checking the agenda and list of speakers. Chris Wood
Editor | 