TY - JOUR
T1 - Retail media networks
AU - Bartholomew, Darrell E.
AU - Williamson, Mark
N1 - Publisher Copyright:
© 2022 Elsevier Ltd
PY - 2022/11
Y1 - 2022/11
N2 - This study explores large retailers' exchanges of customer data and personalization through targeted advertising on retail media networks. The Retail Media Networks Model is introduced, and a case illustration is provided with examples from the model illustrating personalization/privacy exchanges from the retailers' perspective. Secondary data and primary data featuring interviews with retail media network managers and technology ad platform providers from large retailers in the US and EU. The size of retail media networks is discussed along with other current managerial implications relevant to personalization and data monetization, including, walled gardens, data privacy controls, and public policy issues.
AB - This study explores large retailers' exchanges of customer data and personalization through targeted advertising on retail media networks. The Retail Media Networks Model is introduced, and a case illustration is provided with examples from the model illustrating personalization/privacy exchanges from the retailers' perspective. Secondary data and primary data featuring interviews with retail media network managers and technology ad platform providers from large retailers in the US and EU. The size of retail media networks is discussed along with other current managerial implications relevant to personalization and data monetization, including, walled gardens, data privacy controls, and public policy issues.
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U2 - 10.1016/j.jretconser.2022.103119
DO - 10.1016/j.jretconser.2022.103119
M3 - Article
AN - SCOPUS:85136241151
SN - 0969-6989
VL - 69
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 103119
ER -