Glossary
Retail Media Network
Advertising inventory operated by retailers using their first-party shopper data.
Also known as: RMN · Retail media
A Retail Media Network (RMN) is advertising inventory operated by a retailer — Amazon Ads, Walmart Connect, Carrefour Links, Mercado Ads — sold against the retailer's first-party shopper data. RMNs are the fastest-growing segment of digital advertising globally.
How creator commerce intersects RMNs
- Closed-loop attribution — creator activations + retail media exposure can be joined to the same shopper at the retailer.
- Per-vendor reporting — retailers running creator commerce on top of an RMN can report attributable revenue per vendor.
- Audience extension — RMN audiences can be matched to creator clusters, and vice versa.
A Creator Commerce OS treats RMNs as a first-party data partner, not a competitor: creator- attributed revenue and RMN-attributed revenue are reconciled rather than double-counted.