Brands and retailers are collaborating more closely to drive sales by engaging consumers across multiple channels that bring them closer to target audiences. Traditional approaches depend on third-party cookies or require data to be handed over to third parties for centralization, creating control and privacy risks. To regain ownership, brands and retailers are adopting decentralized platforms to build their own retail media ecosystems. With multiple media owners involved, brands can combine insights from their own first-party data, retailer shopper data, enrichment from data providers, and media owners’ audience data to target consumers beyond retailer-owned channels, while maintaining control, privacy, and flexibility.

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