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Retail Media Networks (RMNs) for Data Privacy

Date Published: August 23, 2022

What do RMNs mean for data privacy?

In October 2021, Apple...(56% of the U.S. smartphone market) gave users the choice of whether apps could track users. ⁠

Overnight, Meta estimated losing more than 30% accuracy on their targeting algorithms.⁠

In 2022, companies must spend $1.30 to get the same effectiveness as $1 of spending in 2021. ⁠

That is why today, first-party data generated by retail media networks (RMNs) is increasingly valuable. ⁠

So how do B2B organizations combat this? ⁠

According to Bain & Company:⁠

"They build a rich store of first-party data, surround it with the blanket of consent, and leverage that data to send targeted messages to prospects and existing customers."⁠

This data is found in:⁠

• Existing data in CRM systems⁠

• Opt-in marketing through email and SMS⁠

• Contact capture at point of sale⁠

• Data-capture focused advertising (e.g. driving to lead forms)⁠

"You can opt in anytime you want, but you can never leave..." ⁠

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