What Makes Retail Media Networks Work? New Insights from Retail-Supplier RelationshipsRetail media networks (RMNs) are reshaping how retailers and suppliers collaborate. This research explores what drives RMN success — from managing first-party data and reporting transparency to maintaining trust between retailers and suppliers.12/30/2025An illustration showing a smartphone and a laptop displaying online shopping carts and marketing analytics, symbolizing retail media networks and digital advertising between retailers and suppliers.Rodney Thomas, Stephanie Thomas, Molly Rapert, Brent Williams & Andy Murraybalancing personalization and privacy in retail advertisingbuilding trust in retail mediaconsumer behaviordata-drivin advertisinghow retail media networks workmanagementresearchretail media networksretail media vs traditional marketingretail strategysupplier relationships