The Three Biggest Challenges of Running a Retail Media Network—and How to Overcome Them

Introduction

Retail media networks (RMNs) offer a powerful opportunity for retailers to unlock new revenue streams by leveraging their first-party data and ad inventory. However, many retailers find themselves entangled in complex technical, operational, and measurement challenges that make it difficult to execute their vision successfully.

At Lineate, we work with retailers to solve these challenges with smart, scalable AdTech solutions. Let’s explore the three biggest pain points in running a retail media network—and how to fix them.

Data Integration: 

One of the biggest roadblocks for retailers entering AdTech is integrating various platforms, APIs, and data sources. Retail media networks must connect with LiveRamp, Google Suite, social media, demand-side platforms (DSPs), and multiple ad exchanges. Each system operates with its own logic and data structures, leading to:

• Operational inefficiencies due to manual data alignment

• Inconsistent tracking across platforms

• Delayed campaign execution because of fragmented workflows

How Lineate Helps: At Lineate, we specialize in seamless data integration by unifying disparate systems into one cohesive infrastructure. Our expertise in cloud migration, automated pipelines, and real-time data synchronization eliminates fragmentation, ensuring smooth campaign execution and reliable data flow.

Additionally, we recommend that retailers invest in AI-powered Customer Data Platforms (CDPs) and data lakes to enhance their RMN offering. CDPs can collect and unify consumer data, drawing behavioral insights and capturing prospective buyer information. By leveraging CDPs, marketing teams can better target audiences, optimize messaging tone and style, and maximize ad effectiveness.

Inventory Management: 

Managing ad inventory across multiple devices, locations, and channels is a high-stakes balancing act. Retailers must ensure:

• Advertisers get premium placements to maximize visibility

• Inventory is optimized to avoid over/under-selling

• Campaigns deliver efficiently without manual intervention

Without proper automation and insights, AdOps teams spend too much time on manual adjustments—time that could be spent improving ad strategies.

How Lineate Helps: We help retailers implement AI-driven optimization tools that dynamically adjust ad placements based on performance data. With real-time tracking and automated decision-making, we ensure that every ad placement is utilized efficiently, increasing both publisher yield and advertiser performance.

Retailers can further optimize inventory management by leveraging data lakes that centralize real-time ad performance data. This allows for more intelligent bidding strategies and campaign adjustments, ensuring that every ad impression is used effectively.

Performance Measurement:

Advertisers expect transparent, data-driven proof that their campaigns are driving results. However, due to poor system integrations, RMNs often struggle with:

• Delayed or incomplete reports that limit campaign insights

• Inconsistent measurement standards, making it difficult to compare performance across platforms

• Limited cross-channel attribution, preventing full-funnel visibility

If advertisers can’t see clear, actionable results, they may take their budgets elsewhere.

How Lineate Helps: We can build real-time performance dashboards and cross-channel attribution models that allow retailers to deliver clear, accurate, and meaningful reporting. Our solutions ensure that advertisers can track performance seamlessly, optimize campaigns effectively, and maximize ROI.

Investing in AI-powered CDPs also enhances measurement capabilities, enabling retailers to standardize reporting across RMNs. By unifying data from different touchpoints, CDPs help marketing teams create attribution models that reflect true campaign impact.

Solving Retail Media Challenges with AdTech Expertise

Running a retail media network successfully means overcoming complex technical and operational challenges. Data integration, inventory optimization, and performance measurement all require advanced solutions tailored to the specific needs of retailers and advertisers.

At Lineate, we understand the intricacies of AdTech and how to create scalable, efficient solutions. Whether it’s streamlining data workflows, optimizing inventory, or delivering real-time insights, our expertise ensures that retail media networks can operate smoothly and profitably. By leveraging advanced technology, automation, and deep industry knowledge, we help retailers transform challenges into opportunities and build media networks that drive real results.