# Retail Media and Advertising — Investment Areas — Consumer Equity Partners

Source: https://consumerequitypartners.com/pillars/retail-media-and-advertising/

The monetization layer on top of retailer first-party data. On-site and off-site retail media networks, ad-tech for retailers, closed-loop measurement, loyalty-and-offer personalization. How retailers turn shopper data into ad-revenue plus richer engagement.

## Representative areas

- On-site and off-site retail media networks
- Ad-tech and monetization platforms for retailers
- Closed-loop measurement and attribution
- Loyalty, offer, and personalization infrastructure
- First-party-data activation for commerce

## Lens

Retailers are discovering their shopper data is a media asset. The monetization layer turns first-party data into ad revenue and richer customer engagement.