Data‑driven retail media experiences are increasingly powered by privacy‑safe collaboration as traditional models decline. Legacy retail media solutions often require brands to share CRM data with retailers and rely on centralized consumer data from third‑party cookies and identifiers. Growing privacy regulations and heightened data security concerns are making these approaches unsustainable. Retailers, historically rich in first‑party data from loyalty and coupon programs, are now collaborating more closely with brand partners to build retail media networks and ecosystems. By securely connecting first‑party data across multiple parties, brands and retailers can enable effective targeting and measurement while addressing privacy, security, and compliance challenges.

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