零售媒体网络作为收入增长引擎

as revenuegrowth engines Driving the next generation ofretail experiences with RMN Retail media is surging. RMN ad spending in the U.S. alone hit $62 billion in2025. Over the next five years, net revenues are projected to grow 25% year- But here’s the catch: Ad sales are only scratching the surface. The trueopportunity isn’t just selling ads, monetizing impressions, or even movingproducts, it’s harnessing RMN insights to reshape the entire shopper For advanced retailers, RMNs are evolving from ad platforms to valuegenerators, driving purchases today, and capturing the data to influence In this landscape, the question is no longer whether RMNs can deliver adrevenue, it’s how retailers can unlock their full potential as experience and 3 key steps to overcome the RMN The value of RMNs is clear: A staggering one in four retailers generate more than$100 million in revenues fromRMNsyearly. The downside? Most networks plateau While leaders like Walmart and Kroger have shown it’s possible to achieve “hockeystick” growth, many retailers are nearing the limits of their current RMN models.Unlocking the next wave of value requires rethinking the role of the network, notjust as an ad sales engine, but as a powerful data collection and insight generation With this in mind, retailers need to craft an RMN strategy that simultaneouslymaximizes the direct revenue potential while unlocking the broader experience Pillar 1: Revenue and margin growth There are two key components to every RMN strategy: offsite and onsite. Most companies begin with offsite advertising. Though easier to scale, thesechannels typically return 10–30% of recognized revenue after exchanges,commissions, and intermediary fees. No matter how companies adapt the strategy Onsite advertising, on the other hand, offers far higher margins. These ads, whichare placed directly on the retailer’s own platforms typically operate with a margin of 30% To capture a larger share of revenue and boost margins, companies must shiftthe mix toward onsite channels. But this shift requires more than copying existingtactics—it demands a reimagined strategy that aligns with customer preferences, “The real RMN opportunity lies beyond monetizing impressions—it’s usinginsights to enhance experiences. Three differentiated components in an onsite 1.Audience contextualization:Enable granular and addressable targeting to 2.Inventory integration:Connect inventory to ad experiences to reflect both 3.Measurement:Leverage advanced technologies to track and quantify value for “Strong data and AI capabilities are the cornerstone of RMN success. Shopper spotlight: Why contextualization matters The more granular and addressable the targeting of an audience is, the more Unlike personalization, contextualization goes beyond static attributes like ageor income to consider real-time signals, like what a shopper just watched, what For example, a retailer may surface ads for energy drinks and snacks to ahousehold on a road trip, but offer the same family ads for weekday meal This shift toward enriched, contextualized audiences elevates both the qualityand demand for a retailer’s media inventory, driving stronger revenue and margin Pillar 2: Operational scalability The monetization challenge for RMNs isn’t just to increase revenue through networkgrowth. It’s to preserve margins as the network scales. Traditional approaches often require hundreds of people to handle measurement,ad sales, and operations. These operational costs can steadily erode margins, even if To maximize the revenue potential of the RMN, retailers need to lean into an agenticAI–enabled model to accelerate key tasks within the retail media workflow. Withthese tools, retailers can achieve the same revenue outcomes with 40–60% fewer “ AI is a catalyst, it brings new means and opens new opportunities. Capgemini Pillar 3: Experience reinvention Beyond operation of the network, the core challenge for retailers is designing retailmedia ads in a way that augments rather than disrupts the core shopping journey, In an ideal state, ads appear only where they add value. For example, serving asponsored power tool ad to someone in the process of renovating. But in reality,many placements are still generic or intrusive. This creates a tradeoff: Too many, irrelevant ads Too few ads Lower cart conversion.Shoppers get distracted,abandon carts, or buy less. Lower incremental adrevenue. Retailers leave Most retailers haven’t yet mastered this balance between incremental ad revenueand cart conversion. RMNs often optimize for short-term ad revenue, prioritizingvolume of impressions over contextual fit. This can dilute customer experience and The long-term challenge is to designexperience-led monetization:ads thatgenerate meaningful incremental revenue without cannibalizing the primary goal of This is done by: •Connecting high-margin ads with relevant audiences to enhance the experience.•Serving ads and experie