Netguru Unveils Guide for Retailers to Build Retail Media Networks Amid Industry Shift – Friday, December 12, 2025

Netguru has released a comprehensive guide designed to help retailers establish their own retail media networks (RMNs). This resource breaks down the process into clear, actionable steps, emphasizing the growing importance of RMNs within the retail sector.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

Netguru has published an in-depth guide that outlines the essential steps for retailers to launch their own retail media networks (RMNs). This initiative highlights the rising prominence of RMNs as a strategic asset in the retail industry. The guide aims to simplify what can often be a complex process, offering retailers a straightforward roadmap to navigate the technical and operational challenges involved in setting up an RMN. Retail media networks are rapidly becoming a vital tool for retailers, enabling them to monetize their customer data and broaden their advertising capabilities. By leveraging first-party data, retailers can deliver highly personalized advertising experiences, which in turn drive stronger customer engagement and increased sales. This approach not only enhances marketing effectiveness but also opens up new revenue streams beyond traditional retail operations. Netguru’s guide arrives at a pivotal moment, as more retailers are actively seeking ways to capitalize on their data assets. The publication reflects a broader industry trend where investment in retail media networks is accelerating, driven by the recognition that RMNs can significantly enhance marketing strategies and deepen customer relationships. By providing a clear, actionable framework, the guide empowers retailers of all sizes to enter this evolving space confidently.

Why now?

The timing of Netguru’s guide is particularly relevant given the rapid adoption of retail media networks as a profitable revenue channel. Over the past 18 months, there has been a marked shift toward utilizing first-party data to create personalized marketing campaigns. This shift is fueled by retailers’ need to diversify revenue sources and improve customer engagement amid intensifying competition. As RMNs gain momentum, the demand for practical, accessible resources to support their implementation has surged. Netguru’s guide meets this need by offering a timely, comprehensive tool that helps retailers navigate the complexities of launching and scaling an RMN, positioning them to capitalize on this growing trend.

So what?

This development carries significant implications for the retail industry. Retailers that successfully implement RMNs stand to unlock new revenue opportunities while strengthening customer loyalty through tailored marketing efforts. Netguru’s guide has the potential to democratize access to retail media networks, enabling smaller and mid-sized retailers to compete more effectively with larger players who have traditionally dominated this space. Strategically, the rise of RMNs signals a shift toward more data-driven retail marketing, where customer insights become central to decision-making. This evolution encourages retailers to invest in technology and data management capabilities, fostering innovation and agility in marketing approaches.

What this means for you:

• For VPs of retail: Explore RMNs as a strategic initiative to diversify revenue streams and deepen customer engagement.
• For eCommerce directors: Utilize first-party data to craft personalized advertising strategies that can boost conversion rates.
• For retail technology decision-makers: Assess and invest in technology solutions that facilitate RMN implementation and seamless data integration.

Quick Hits

• Impact / Risk: The rise of RMNs offers significant revenue potential but poses a risk of competitive disadvantage if retailers delay adoption.
• Operational Implication: Launching an RMN requires investment in advanced technology platforms and robust data management capabilities.
• Action This Week: Evaluate current data management practices, assess organizational readiness for RMN deployment, and brief executive teams on RMN strategy opportunities.