Retail Media’s Next Frontier: The Power of Integrated Data
- Finfrock Marketing
- Mar 4
- 1 min read
by: Nathan Finfrock
Retail Media Networks (RMNs) are rewriting the advertising playbook in 2025, and data integration is the secret sauce driving their rise.
Platforms like Amazon Ads and Walmart Connect are projected to fuel a 22% jump in ad spend this year (eMarketer), powered by first-party data that connects brands to shoppers with surgical precision.
But it’s not just about scale—it’s about seamless integration.
The magic happens when RMNs fuse online and offline data, blending e-commerce insights with in-store behaviors.
Take Kroger Precision Marketing’s recent moves: integrating streaming platform collaborations with purchase signals to target wellness-focused buyers.
Or, consider Gopuff’s AI-led RMN, which saw a 25% click-through boost by syncing shopper history with personalized ads.
This isn’t just advertising—it’s a full-funnel strategy, from awareness to conversion, all backed by real-time data.
For marketers, the challenge is navigating this fragmented landscape.
Each network has its own tools and metrics, making cross-platform campaigns tricky.
Yet, the payoff is clear: RMNs leveraging integrated data deliver measurable ROI, with retailers reporting 70% gross margin hikes (Coresight Research).
The key?
Unified tech stacks—think data clean rooms and CDPs—that bridge silos and protect privacy while unlocking insights.
Brands that master data integration in RMNs will stand out in a crowded field, turning retail data into a competitive edge.
Nathan Finfrock
Company Owner @ Finfrock Marketing
5757 W Century Blvd Suite 650-I,
Los Angeles, CA 90045
