But the market needs to deliver more transparency and control as usage grows RETAIL REPORT 2023 | U.S.Retail data is changing the game for U.S. advertisersRetail data is changing the game for U.S. advertisers 212345IntroductionBenefitsOpportunitiesChallengesRETAIL REPORT 2023 | U.S.What’s nextRetail data is changing the game for U.S. advertisers 3The Trade Desk Intelligence conducted an advertiser study with Material+ and surveyed 201 marketers in the United States. The respondents’ teams were responsible for media planning, strategy, and buying; national/brand marketing; e-commerce marketing; SEO; and/or shopper marketing. All respondents held the rank of manager or above and played either a significant or sole role in deciding where advertising dollars were spent. Fieldwork was conducted between April 11 to May 10, 2023. The following research is focused on the growing opportunity and use of retail data, retail media, and retail media networks (RMNs) by advertisers in the U.S. For clarity in this report and to maintain consistency with the definitions that survey respondents were given, we are defining these as follows: Retail dataData that retailers collect about their business and consumers, such as sales and loyalty card data. Retailers can share these insights with advertisers to help them reach their target audiences and measure sales at those retailers. Note: retail data can be offered via a third-party platform or via RMN depending on the retailer. Retail mediaThe inventory owned and operated by retailers on their e-commerce sites, such as display ads and sponsored search results.Retail media network (RMN)An advertising platform provided by retailers that gives advertisers access to the retailer’s first-party data (retail data), allowing them to reach more targeted audiences and measure sales at the retailer, and to their on-site inventory (retail media).Disclaimer: Unless specified otherwise, all results reflect the proprietary research conducted by the Trade Desk Intelligence and Material+. The Trade Desk provides this information for general knowledge and does not Introduction make any representations or guarantees of any kind with regards to the future performance of the information set forth.Retail data is changing the game for U.S. advertisers 4E-commerce giant Amazon launched the first modern retail media network in 2012.In recent years, dozens more networks have popped up from virtually every major U.S. retailer, offering advertisers countless options to tap in to retailers’ first-party data to better inform their digital media buys.This phenomenon was only reinforced by the COVID-19 pandemic, which had the knock-on effect of boosting e-commerce and, in turn, making e-commerce sites some of the most valuable online real estate. But retailers quickly ran out of online monetization opportunities on the properties they owned and oper...
