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Leaders from retail, commerce, advertising, and adtech explored how retail media networks (RMNs) are evolving beyond ad inventory into data-driven growth engines that deliver measurable business outcomes across channels.
As retail media networks (RMNs) continue their rapid rise, brands are increasingly looking beyond traditional digital advertising to find more accountable, data-rich ways to reach consumers. But marketers face important questions around measurement, omnichannel execution, data utilisation, and platform fragmentation.
Success depends on understanding how retail media can complement broader marketing strategies while delivering both immediate performance and long-term customer value.
That was the message from a panel featuring Harish Pandey, Head of Growth GoWit Technology (Former Head of Revenues, Retail Media, Landmark Group); Mitin Chakraborty, Head of Marketing, Babyshop Landmark Group; Oliver White, Group Executive Director, Commerce (Middle East & Asia), MCN Middle East Communications Network; Rajesh Verma, VP, Enterprise & Government Sales at Network International (Former GM, Middle East at Epsilon); and Tayab Hasan, Director of Revenue MENA at Flow (Former GM of Ads, Careem).
At Vibe Marketing Tech Fest, Dubai, they explored how retail media networks are creating new opportunities for brands through first-party data, omnichannel engagement, and closed-loop measurement.
The panel also discussed the growing importance of retail media as a strategic business capability, the role of customer data in audience targeting, and the operational challenges of scaling retail media ecosystems across the region.
Top insights Martechvibe learned from the panel;
1. Retail media succeeds through deeper measurement
The real value of retail media lies in its ability to connect advertising exposure to actual purchase behaviour. Closed-loop measurement, incrementality analysis, customer insights, and business impact metrics provide brands with a far more meaningful understanding of performance than traditional media indicators alone.
2. First-party data is creating precise and actionable strategies
Retail media networks allow brands to target consumers based on real shopping behaviour rather than inferred interests. Purchase history, product preferences, and transaction data help marketers identify high-intent audiences, improve acquisition efforts, and deliver more relevant experiences across multiple touchpoints.
3. Omnichannel retail media is becoming a strategic growth engine
Retail media is evolving beyond digital shelf placements into a broader ecosystem spanning online platforms, physical stores, and off-site advertising environments. So, brands that integrate these channels effectively can unlock new revenue opportunities, strengthen customer engagement, and create connected experiences.
