The identity problem RMNs can’t afford to ignore

Retail media networks (RMNs) are on track to capture over $128 billion in ad spend by 2028, growing nearly 25% year over year​. But behind this rapid expansion, RMNs face a challenge that could slow their momentum: they lack the complete picture of their customers.

Retailers sit on a goldmine of first-party data—loyalty programs, online purchases, and in-store transactions—but their customer view is often fragmented, incomplete, or entirely anonymous. Without a strong identity foundation, RMNs struggle to:

• Scale advertiser reach beyond logged-in users
• Seamlessly match audiences across channels (CTV, programmatic, social)
• Deliver the precise targeting and measurement that advertisers demand

The reality? Data is only valuable if it’s usable. And right now, too many RMNs are leaving value on the table.

The identity challenge: If you can’t see it, you can’t monetize it

Retailers have two types of customers:

1. Known customers: Logged-in or self-identified users with purchase history and identifiable attributes.
2. Unknown customers: Shoppers who browse, purchase in-store, or check out as guests—leaving behind only partial or anonymous data.

Although many retailers have a loyalty program, it’s unlikely they are capturing a full view of all of their customers, especially outside of their four walls.

When retailers don’t know their customers, they can’t effectively:

• Understand what messages will resonate with what audiences
• Extend their audiences beyond their owned platforms
• Provide advertisers with the reach and addressability they demand
• Accurately measure media performance and prove ROI

But this challenge isn’t unsolvable—it’s an identity problem, and Experian is built to fix it.

The missing link: Clean, enriched, and connected data

Assuming your data is ready to activate is a costly mistake. Too often, RMN data is messy, siloed, and incomplete, making it difficult to deliver the precision and performance advertisers expect.

Experian flips the script—helping RMNs transform fragmented signals into a complete, connected picture of their audience.

Here’s how Experian helps RMNs go from fragmented to first-class

Clean and optimize

We organize messy customer data, removing duplicates and filling in gaps.

Enrich and enhance

Our insights add depth to profiles with demographics, behavior, and purchase intent signals. For example, an RMN may know a shopper recently bought a car seat—but not that they lease a luxury SUV. That auto data is critical to securing auto ad dollars, and it’s exactly the kind of insight Experian provides.

Expand and connect

Using digital identifiers like hashed emails (HEMs), mobile ad IDs (MAIDs), and connected TV (CTV) IDs, we help extend audience reach across every channel advertisers care about.

The result? A complete and addressable audience picture that RMNs can activate confidently—on-site and off.

We partnered with one of the largest RMNs in the world to overhaul its first-party shopper data ahead of industry changes. By anchoring its data to stable digital IDs, addressability skyrocketed by nearly 300%. That’s the Experian difference—turning guesswork into confidence.

Retailers who master identity will win the RMN race

In an increasingly competitive RMN landscape, identity isn’t optional—it’s everything. Advertisers demand scale, accuracy, and measurable impact. Only RMNs with a robust identity foundation will rise above the competition.

RMNs that prioritize identity resolution and data enrichment will:

• Drive more revenue by increasing the size of their addressable audience
• Keep advertisers engaged with better targeting and measurement
• Capture RMN market share by offering scale and accuracy

Don’t just compete—lead.

Ready to transform? Experian will show you how

Fixing data inside the RMN ecosystem is just the beginning. In part two, we’ll cover:

• Why RMNs should be activating their enriched first-party data across CTV, programmatic, and social.
• Why off-site expansion is the future of maximizing revenue.
• How Experian’s data and identity solutions power off-site activation.

Experian isn’t just part of the RMN conversation. We’re driving it. Let’s talk.

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