Retail Media’s Growth: A Programmatic Powerhouse
Retail media has shifted from a niche tactic to a major programmatic advertising channel. Brands are reallocating budgets to environments where purchase intent and first-party data intersect. The gaming industry was slow to adopt retail media because of regulatory complexity, privacy concerns and fragmented audiences, but that stance is changing as operators seek new revenue streams and better brand engagement.
Mohegan Gaming’s Innovative Casino Media Network
Mohegan Gaming partnered with LiveRamp to build a casino media network that connects brands directly with players across properties and digital touchpoints. LiveRamp brings identity resolution and programmatic infrastructure while Mohegan contributes loyalty data, onsite inventory and contextual placements. Together they created an addressable ecosystem that supports targeted campaigns, measurement and frequency management without exposing raw personal data.
How the Casino Media Network Works
The network aggregates first-party signals from loyalty programs, app usage and onsite behavior, then anonymizes and segments audiences for programmatic activation. Brands can buy audiences, not just impressions, enabling promotions tied to visitation and spend. Measurement uses deterministic matches and privacy-safe protocols to report attribution metrics that matter to advertisers, such as incremental visits and in-venue conversions.
Beyond Gaming: Strategic Implications for All Retailers
Retailers in grocery, pharmacy, convenience and specialty can borrow several practical lessons. Start with a phased approach to data governance and identity. Build partnerships with identity vendors to operationalize addressability. Treat physical locations as premium inventory that complements online placements. And design measurement frameworks that link ad exposure to real-world outcomes.
The Path Forward for Retail Media
Mohegan Gaming and LiveRamp show that a carefully constructed retail media network can monetize customer relationships while delivering targeted value to brands. For retailers, the priority is a scalable foundation: reliable first-party data, identity interoperability and programmatic access. Those elements turn transactional environments into strategic advertising channels.
