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While retail media networks (RMNs) continue to evolve, they are fragmented and confusing for brands. Two experts in data and marketing\u00a0 \u2014 Keen CEO Greg Dolan and Len Ostroff, SVP of sales and partnerships at Crisp \u2014 spoke about RMNs at The MarTech Conference<\/a> (free registration to view the entire program).<\/p>\n Here are the three biggest challenges of RMNs and insights into how marketers can overcome them.<\/p>\n Dig deeper: <\/em><\/strong>Why we care about retail media networks<\/em><\/strong><\/a><\/p>\n Your customer\u2019s journey is more complicated than ever. If you\u2019re a brand that depends heavily on retailers \u2014 for instance, a consumer packaged good \u2014 many of the important steps the customer makes are on a retailer\u2019s website or in a store. Much of the data that proves the effectiveness of marketing campaigns is owned by these retailers.<\/p>\n Len spoke about his experience in digital advertising, where he found that retailers shared a lot of data with their suppliers. The tricky part for marketers is that there\u2019s no standard for how the data is shared and no standard way to compare measurements across retailers. (Last year, the IAB kicked off a process for the industry to standardize by releasing measurement guidelines<\/a>.)<\/p>\n Although the disparity in measurement standards presents a challenge to marketers, brands must explore the advertising opportunities available through each retail network \u2014 because within those networks are the touchpoints close to your customers\u2019 sales.<\/p>\n Here, Len explains why data from different retailers is important and how marketers use it.<\/p>\n