University of Arkansas

Walton College

The Sam M. Walton College of Business

White Paper: Realizing the Promise of Retail Media Networks

Retail Media Networks
September 27, 2022  |  By Molly Rapert, Rodney W. Thomas, Stephanie P. Thomas, Brent D. Williams

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As life becomes more digitally enabled, retailers increasingly see opportunities to use their own platforms to connect their customers with relevant advertisements. Thus, retailers of all sizes are building what are known as retail media networks (RMNs).

These networks, which require large investments by the retailers and the brands advertising on the networks, are, for the most part, in an early stage of development. Much has been written and said about the opportunities and challenges they present.

To understand these networks more deeply, the WCOB Research Team interviewed experts in both providing and using retail media.

Download Retail Media Networks White Paper

Retail Media Networks Whitepaper

This new whitepaper examines the promise of retail media networks and their current reality.

It also identifies the gaps between the promise and reality and propose four areas in which retailers and brands can collaborate to set retail media networks on a path toward fulfilling their promise.

Download the Retail Media Networks Whitepaper

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About the Authors

Matt WallerMolly Rapert is an Associate Professor at the Sam M. Walton College of Business at the University of Arkansas where she also serves as the Director for the Walton Center for Teaching Effectiveness. The content for her senior-level Marketing Management course is chosen by an advisory board of 15 executives who contribute articles, ideas, projects, and assignments. You can reach Molly at and follow her course instagram @mollyrapert #thisishowweteach #BeEpic


Matt WallerRodney W. Thomas is an associate professor of supply chain management in the Sam M. Walton College of Business at the University of Arkansas. His research interests focus on behavioral aspects of supply chain management with particular emphasis on retailing, relationships, and sustainability.


Stephanie ThomasStephanie Thomas is a clinical assistant professor in the Department of Supply Chain Management at the Sam M. Walton College of Business at the University of Arkansas. She earned a B.A. and M.B.A. from the University of Tennessee. Thomas earned her Ph.D. in logistics/supply chain management with a marketing support area from Georgia Southern University. Prior to coming to the University of Arkansas, she was an assistant professor at Texas Tech University.   


Brent D. Williams Brent D. Williams is the Dean of the Sam M. Walton College of Business at the University of Arkansas. With a deep commitment to fostering excellence in business education and thought leadership, Dr. Williams brings a wealth of experience to his role, shaping the future of the college and its impact on students and the business community.

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Walton College of Business

Since its founding at the University of Arkansas in 1926, the Sam M. Walton College of Business has grown to become the state's premier college of business – as well as a nationally competitive business school. Learn more...

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