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One of retail media’s biggest selling points has been the robust first-party data the retailer has gathered from customers—their buying habits, brand affinity, purchase frequency, price sensitivity and even flavor or color preferences.
The richness of the data depends on how meticulous the retailer has been collecting and slicing that information over—well, in many cases, decades. Retailers set their own prices and definitions of premium CPC, CPM or access fee on that data, package it up and sell it to brands.
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