Retail media networks

Darrell E. Bartholomew and Mark Williamson

Journal of Retailing and Consumer Services, 2022, vol. 69, issue C

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.

Keywords: Retail media networks; Personalization; Data monetization (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922002120

DOI: 10.1016/j.jretconser.2022.103119

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