Retail Media Networks (RMNs) are no longer a trend — they are one of the fastest-growing segments in the digital advertising ecosystem. According to eMarketer, global RMN ad spend will reach $62 billion in 2025, with projections pushing it to nearly $100 billion by 2027. For brands and retailers, the stakes — and the opportunities — have never been higher.
Why Retail Media Is Booming
The acceleration of retail media is being driven by three core forces:
- Rich First-Party Shopper Data: Retailers like Amazon, Walmart, Target, and Instacart possess vast amounts of authenticated shopper data. Unlike third-party cookies, this first-party data remains intact — and incredibly valuable — in the era of privacy regulation.
- Closed-Loop Attribution: RMNs offer advertisers the ability to track ad exposure directly to purchase — both online and in-store. This kind of measurement gives brands the confidence to invest more because ROI is transparent and immediate.
- Off-Site Expansion: Retailers are extending their ad capabilities beyond their own domains, allowing advertisers to use their data for media buys across the open web, CTV, and social platforms — while still maintaining attribution back to purchase.
The Complexity Beneath the Growth
While RMNs offer powerful opportunities, they also present logistical and operational challenges for advertisers. Each RMN has its own systems, standards, and partnerships. Managing multiple networks, DSPs, creative specs, data sharing agreements, and reporting workflows is becoming increasingly difficult for internal brand teams.
Brands now face questions like:
- How do we manage multiple DSP integrations and partner relationships efficiently?
- How do we ensure campaigns are optimized for each RMN’s unique setup?
- How can we align attribution, billing, and performance tracking across networks?
How Paragon Digital Services Supports RMN Success
Paragon acts as an expert managed service partner for brands looking to streamline and scale their RMN strategies. Here’s how we help:
- DSP & Platform Integration
We support clients in navigating the different buying platforms used by RMNs, including retailer-owned DSPs and third-party platforms. Our teams ensure seamless setup, taxonomy alignment, tagging, and campaign execution.
- Supply-Side Relationship Management
RMNs are often built on unique partnerships with suppliers, brands, and marketplaces. Paragon helps clients manage these relationships, negotiate renewal terms, and coordinate cross-functional campaign execution across suppliers and media partners.
- Operational Consistency
Each RMN has its own way of managing creative specs, billing, and delivery timelines. We bring standardization and precision to otherwise fragmented operations, ensuring campaigns launch on time and error-free — across networks.
- Performance Reporting & Optimization
Paragon creates custom dashboards that consolidate performance metrics across RMNs. With closed-loop data in place, we enable faster optimization cycles and better investment decisions.
Why the Time to Act Is Now
As RMNs continue to command greater portions of media budgets, advertisers who invest in operational excellence will come out on top. The ecosystem is getting more crowded and competitive — and internal teams alone may not have the bandwidth or expertise to scale without sacrificing precision.
Partner with Paragon for RMN Growth
Retail media is not just a new channel — it’s a new way of thinking about performance marketing. But to succeed, you need more than access. You need a partner that understands the landscape, the platforms, and the operational nuances that make-or-break campaigns.
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