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Retail media networks

Author

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  • Bartholomew, Darrell E.
  • Williamson, Mark

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.

Suggested Citation

  • Bartholomew, Darrell E. & Williamson, Mark, 2022. "Retail media networks," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922002120
    DOI: 10.1016/j.jretconser.2022.103119
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    References listed on IDEAS

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