Navigating Retail Media Networks

This chapter explores the intricacies of managing retail media networks, focusing on the pivotal role of first-party data in effective advertising. It highlights the evolution of in-housing practices at Home Depot, detailing the transformation of their media network and the significant rebranding efforts undertaken. The discussion also addresses measurement frameworks like ROMO and the need for mature metrics in the retail media landscape, emphasizing the continuous innovation required to build valuable customer relationships.