Retail media networks

Darrell E. Bartholomew, Mark Williamson

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

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.

Original languageEnglish (US)
Article number103119
JournalJournal of Retailing and Consumer Services
Volume69
DOIs
StatePublished - Nov 2022

All Science Journal Classification (ASJC) codes

  • Marketing

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