In the last few years, a new opportunity has been growing between brands and retailers that offer retail media networks (RMNs). Brands that don’t sell directly through retailers, but offer complementary services or products, are coming to the RMN table with their advertising dollars. Known as non-endemic advertisers, these brands are looking to access new audiences and sales by leveraging onsite media offerings on retailers’ owned and operated properties.

These partnerships are providing more ad dollars for retailers, access to first-party data for brands, and relevant experiences for customers: it’s a win-win-win situation for everyone. Download the playbook to get to know the key players in this complex landscape, their features, the opportunity, and how to engage with retailers. The playbook also provides guidance on finding the right brand fit, engaging customers, optimizing audience data, and choosing the right media solutions.