Banks Join Retail Media Networks, Targeting New Revenue with Customer Data Insights – Thursday, January 29, 2026

Banks are entering the retail media network (RMN) space, joining tech firms and retailers in building out RMN capabilities. This strategic move leverages banks' rich customer data to create new revenue streams through targeted advertising.

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

What happened?

Banks are increasingly capitalizing on the rapid growth of the retail media sector by harnessing their extensive customer data to offer highly targeted advertising opportunities. Financial institutions possess unique insights into consumer spending patterns and financial behaviors, positioning them to deliver personalized ad experiences that rival those of traditional retailers and tech companies. This marks a notable shift as banks expand beyond their conventional roles, entering the RMN landscape where brands engage consumers through tailored advertising based on shopper preferences and behaviors. By joining this space, banks not only introduce new competition but also enrich the RMN ecosystem with deeper, more nuanced consumer data. This development underscores a broader industry trend where diverse sectors recognize the strategic value of retail media networks in driving consumer engagement, enhancing brand visibility, and unlocking new monetization avenues. As banks build out their RMN capabilities, advertisers gain access to a wider spectrum of consumer insights, enabling more precise targeting and potentially higher campaign effectiveness.

Why now?

The timing of banks’ entry into the retail media space coincides with a significant surge in RMN adoption across multiple industries over the past 6 to 18 months. Brands are increasingly seeking direct, data-driven channels to connect with consumers amid evolving privacy regulations and shifting consumer expectations. Banks, sitting on vast troves of transactional and behavioral data, see a timely opportunity to monetize these assets by offering targeted advertising solutions. Additionally, the intensifying competition within the retail media sector is driving innovation and encouraging new entrants to differentiate themselves. This convergence of market demand, data availability, and competitive pressure creates an ideal environment for banks to leverage their unique data sets and establish a foothold in the RMN ecosystem.

So what?

The entrance of banks into the retail media network arena presents both strategic opportunities and operational challenges for the retail industry. On one hand, it promises more sophisticated, data-driven advertising solutions that can deepen consumer engagement and foster stronger brand loyalty. Banks’ access to financial transaction data adds a new dimension to consumer insights, potentially enabling more accurate targeting and measurement of advertising impact. On the other hand, this expansion intensifies competition within the RMN sector, compelling existing players—retailers and tech firms alike—to innovate rapidly and refine their offerings to maintain market share. For retailers, this means reassessing partnerships, technology investments, and data strategies to stay competitive. For advertisers, it opens the door to richer, more integrated consumer profiles but also requires navigating a more complex ecosystem of data providers and platforms.

What this means for you:

• For VPs of retail: Evaluate potential partnerships with financial institutions to tap into their consumer insights and enhance targeted marketing efforts.
• For eCommerce directors: Consider integrating RMN capabilities that leverage bank data to deliver more personalized shopping experiences and boost conversion rates.
• For customer experience teams: Prioritize data-driven strategies that utilize enriched consumer profiles to improve engagement and satisfaction through tailored interactions.

Quick Hits

• Impact / Risk: Banks entering RMNs could disrupt traditional advertising models and intensify competition across the sector.
• Operational Implication: Retailers may need to upgrade data analytics capabilities to effectively compete with banks’ advanced consumer insights.
• Action This Week: Review existing RMN strategies and explore collaboration opportunities with financial institutions to broaden advertising reach.