Brands Demand Openness
Brands place significant emphasis on technology when allocating advertising budgets within Retail Media Networks (RMNs). Industry surveys reveal a clear preference: a majority of brands express that transparency around an RMN’s tech stack strongly influences their willingness to invest ad spend. Without understanding the underlying technology, brands find it difficult to tailor campaigns or evaluate performance effectively, creating a barrier to strong partnerships and optimal media investments.
Unpacking the Secrecy
RMNs often withhold details about their tech infrastructure for several reasons. A perceived weakness in their tech stack, fueled by internal politics or limited funding, can discourage openness. Some see tech transparency as a threat to controlling financial narratives or competitive positioning. Additionally, many RMNs undervalue technology’s role, viewing it merely as a cost center rather than a driver of revenue and innovation. A lack of alignment between RMN teams and media buyers further compounds the knowledge gap, perpetuating reluctance to disclose technology choices.
Transparency Builds Trust and Profit
Retailers such as Home Depot offer a compelling model. Their commitment to openly sharing technology decisions has strengthened relationships with suppliers, encouraging higher engagement and increased ad budgets. Transparency nurtures an environment ripe for innovation, reduces operational inefficiencies, and ultimately leads to more profitable brand partnerships. This approach not only boosts trust but positions RMNs as forward-thinking leaders within the retail media space.
The Path Forward for RMNs
Experienced media buyers frequently infer the tech platforms behind RMNs despite opacity. Persisting in secrecy risks losing advertisers to competitors willing to disclose their technology stacks. Transparency evolves beyond being a best practice; it becomes a necessary strategy to build confidence and secure ongoing investment. RMNs must shift toward openness by communicating their tech infrastructure clearly, aligning internal teams with advertiser priorities, and re-framing technology as a core growth asset.
As retail media continues to grow into a major profit center, embracing transparency will separate successful RMNs from those left behind. The industry must recognize that hiding tech is not protection but a self-imposed growth barrier that stalls innovation and weakens trust.
