Lotame Insights Report: Walmart and eBay Lead as Most Promising Retail Media Networks

Poll of over 200 marketers unveils consumer perceptions of brick-and-mortar and digital retail landscapes

New York, NY (July 13, 2023) – Lotame, the global technology company that makes customer data smarter, faster, and easier to use, released new insights from a survey examining consumer perceptions of the most promising retail media networks. The survey involved 215 marketers and delved into both brick-and-mortar and digital retail networks.

“Our aim with this survey was to better understand current marketer sentiments towards retail media networks,” said Fred Marthoz, Vice President, Revenue and global Partnerships at Lotame. “These insights provide valuable information that can equip retailers to strategize effectively in an increasingly competitive landscape.”

Key findings include:

• In the brick-and-mortar category, Walmart led the pack with 36% of respondents indicating that it appears the most promising. This was followed by Target at 15%, and Costco at 12%. Other retailers like Best Buy and Ulta also emerged on the list with 5% each, while Sam’s Club and Lowe’s each garnered 4% of respondents’ favor.
• The digital landscape showed a different leader. Outside of Amazon, eBay was recognized as the most promising digital retail media network with a commanding 34% of respondents’ votes. Etsy secured second place with 19%, and Uber and Instacart followed closely, each with 15%.

“These findings offer a valuable perspective for advertisers, retailers, and marketers alike to refine their strategies and tailor their efforts to the most promising platforms,” added Marthoz. “As the retail landscape continues to evolve, understanding consumer preferences and perceptions will be key to driving growth and meaningful engagement.”

Lotame’s next-generation data solutions position the company as a valuable adtech partner in the emerging media network space:

• Data management: Collect first-party data, create desirable audiences, and deliver targeted segments to buyers via the Spherical platform 
• Audience expansion: Link a network’s first-party data to third-party sites for revenue generation via offsite audience targeting and monetization beyond its own walls
• Audience enrichment: Layer on second-and third-party data to enrich their audience intelligence, create personas, run lookalike models from first-party seed data, and provide deep insights to buyers about consumers
• Cookieless Addressability: Ensure audiences availability and performance without reliance on third-party cookies via Lotame Panorama ID™, a hybrid deterministic and predictive identifier

Considering investing in a media network? Learn more about the risks and rewards of retail media networks here.