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

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

The monetization layer on top of retailer first-party data. On-site, off-site, omni-store and in-store media; advertising bought by AI and traded between agents; creator- and influencer-driven retail campaigns; and the closed-loop measurement that shows which spend works. How retailers turn shopper data into advertising revenue and richer engagement.

## Representative areas

- On-site and off-site retail media networks
- Ad-tech and monetization platforms for retailers
- Closed-loop measurement and attribution
- Creator- and influencer-driven retail campaigns
- Smart omni-store and in-store digital display advertising
- 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.