LiveRamp has announced that retail media networks (RMNs) can now leverage its Clean Room platform to access enhanced insights from Meta ad campaign data, enabling partners to uncover more detailed attribution and performance metrics.
Previously, many RMNs leveraged retail‑based first‑party data and media activation in isolation; under this new capability, they can link Meta exposure, online behavior and in‑store purchase data securely within a governed environment.
Why This Matters for Omnichannel Retail
- Closed‑loop measurement becomes stronger: Brands working with RMNs now have the ability to track the customer journey across digital Meta ads and physical retail purchases, increasing the accuracy of ROI calculations.
- Enhanced targeting and activation: With richer datasets and deterministic identifiers, RMNs can create more refined audience segments and deploy campaigns more effectively across channel touchpoints.
- Competitive positioning for retailers: Retailers operating RMNs gain an edge by offering advertisers Meta‑derived insight layers in addition to their own shopper data—strengthening their value proposition in the increasingly crowded media network space.
Strategic Implications
For retail vendors and omni‑channel brand partners, this update indicates growing sophistication in RMN ecosystems. As measurement demands rise, platforms like LiveRamp that integrate diverse data streams (shopper, digital media, purchase) become central to strategy.
Retailers headquartered in hubs like Bentonville, Arkansas can view this development as supportive of their push toward data‑driven omnichannel operations—better measurement means more effective allocation of marketing spend across in‑store and online touchpoints.
