Retail Media Networks & Curation: The Future of Programmatic & CTV Advertising

Retail Media Networks (RMNs) have become an essential part of digital advertising, providing brands with access to high-intent audiences using first-party data. But as privacy regulations tighten and cookie-based targeting declines, curation is emerging as the key to unlocking scalable, privacy-compliant programmatic activation.

By integrating RMNs with curated programmatic deals, brands—especially CPG, apparel, and other retail advertisers—can activate campaigns in a privacy-safe way while maintaining all the benefits of high-quality, opt-in data, contextual targeting, and supply-side optimization.

At the same time, small and mid-sized RMNs can leverage curation as a data monetization play, allowing them to expand their reach beyond their owned properties while maintaining control over data usage and audience quality. This creates a win-win scenario for both retailers and advertisers.

This article explores how Retail Media Networks + Curation are reshaping the programmatic and CTV landscape—and how Mavern Media, powered by SignalTap, helps brands maximize these opportunities.What is a Retail Media Network (RMN)?

A Retail Media Network is an advertising platform owned by a retailer that allows brands to use first-party shopper data to target audiences across multiple channels.

Key Features of RMNs:

• Retailer-Owned First-Party Data – Advertisers can reach high-intent consumers using privacy-compliant audience segments.

• On-Site & Off-Site Advertising – Brands can advertise on the retailer’s digital properties or extend reach through programmatic buys across the open web and CTV.

• Closed-Loop Measurement – Advertisers can tie ad exposure directly to purchases, offering transparent performance insights.

• Walled Garden Ecosystems – Retailers control access to premium audiences, ensuring a brand-safe environment.

  
  

RMNs Are No Longer Just for the Giants

While Amazon, Walmart, and Target dominate the Retail Media space, small and midsize RMNs (grocery chains, specialty retailers, niche e-commerce platforms) are also leveraging their valuable first-party data.

However, many of these retailers face challenges in scaling their media offerings beyond owned properties. This is where curation comes into play.How Curation Expands RMN Capabilities in Programmatic & CTV

Traditionally, RMNs have been limited to on-site display, search, and sponsored product ads. But by integrating with programmatic curation, brands can extend RMN data into premium, privacy-compliant programmatic inventory across display, video, native, and CTV.

Why Curation is a Game-Changer for RMNs:

• Data Monetization for RMNs – Smaller RMNs can monetize their first-party data beyond their owned properties, opening new revenue streams.

• Niche Audience Expansion – CPG, apparel, and other retail brands can combine RMN first-party data with curated contextual inventory to reach specific audience segments at scale.

• Privacy-First Targeting – Curation allows brands to activate opt-in first-party data in a privacy-compliant way, without relying on third-party cookies.

• Supply Path Optimization (SPO) – Ensures efficient media buying, reducing waste and improving cost-efficiency for advertisers.

• Cross-Channel Activation – CPG and consumer brands can extend RMN audiences across premium CTV, display, and native formats, ensuring seamless omnichannel messaging.

  
  

By leveraging SignalTap's AI-driven optimization tools, Mavern Media helps brands activate curated RMN-based PMPs to maximize audience precision and campaign efficiency.How RMNs Fit into the Programmatic & CTV Landscape

1. RMNs & Programmatic Buying

• Off-Site Programmatic Buys – RMN audiences can now be targeted across the open web, increasing scale and reach for brands.

• Custom PMPs (Private Marketplaces) – RMNs curate exclusive programmatic deals, ensuring premium placement and better brand alignment.

• Retailer Data + Contextual Inventory – By combining shopper data with contextual targeting, brands avoid reliance on cookies while maintaining performance.

  
  

2. RMNs & CTV Expansion

• High-Intent Targeting in Streaming Environments – RMN data allows brands to serve CTV ads to purchase-ready consumers, increasing engagement.

• Closed-Loop Measurement in CTV – Advertisers can tie CTV ad exposure directly to in-store or e-commerce conversions for stronger attribution.

• Retailer-Specific CTV Deals – Many RMNs are now partnering with premium streaming services, making CTV a key extension of retail media strategies.

  
  

Why RMNs + Curation is a Win-Win for Both Retailers & Brands

Who Benefits? And How? Below are some examples:

Small & Mid-Sized RMNs / New revenue streams from data monetization

 - Expanded advertising reach beyond owned sites

 - Better control over data usage in programmatic

CPG, Apparel & Retail Brands

- Privacy-first targeting using high-quality first-party data

 - Access to curated contextual inventory for better brand alignment

 - Efficient media buying with supply path optimization (SPO)

Consumers

- More relevant ads based on opt-in data

 - Improved ad experiences in brand-safe environments

 - Less reliance on invasive tracking methodsHow Mavern Media & SignalTap Optimize RMN Campaigns

At Mavern Media, we help brands and agencies activate, integrate, and optimize RMNs in programmatic and CTV. Our proprietary SignalTap platform ensures efficient, privacy-compliant activation through:

1. AI-Driven Campaign Optimization

• URL-Level & Contextual Targeting – Our AI analyzes placement-level performance, optimizing curated PMPs for higher efficiency.

• Real-Time Bid Adjustments – AI-driven bidding ensures cost efficiency across RMNs and external inventory sources.

  
  

2. First-Party Data Activation

• Seamless Integration with Retailer Data – We enable brands to activate RMN audiences across display, native, and CTV.

• Cross-Platform Attribution – SignalTap unifies data across RMNs, DSPs, and CTV platforms, providing clear, actionable insights.

  
  

3. Curated Premium RMN Inventory Access

• Exclusive RMN-Based PMPs – Brands gain priority access to high-intent audiences through curated retail media deals.

• CTV-Specific RMN Deals – We integrate RMN data into premium CTV placements, ensuring engagement with streaming audiences.

• Dynamic Creative Optimization – Ads are customized in real-time based on contextual and audience signals, driving higher engagement.

Retail Media Networks are no longer limited to e-commerce sites—they are becoming a core part of programmatic and CTV advertising. By integrating curation with RMNs, brands can unlock scalable, privacy-compliant campaigns while RMNs gain new revenue streams through data monetization.

With Mavern Media’s expertise and SignalTap’s AI-driven optimization, brands can maximize RMN-powered programmatic campaigns, ensuring better performance, efficiency, and transparency.

Want to elevate your Retail Media strategy? Let’s connect.