BUILDING THEIR OWN MEDIA NETWORKS: Retailers are leveraging first-party customer data and brand relationships to get a larger piece of the advertising pie.

The decision by a middle-aged female shopper to purchase one brand of cold medicine over another might not be meaningful to the average consumer, but the reason for her choice is valuable to retailers like Target and Walmart. Advertisers might be willing to use one retailer's media network for some ads and another retailer's media network for other ads, but issues arise when the data conflicts or needs to be weaved together. [Extracted from the article]