Retail media networks developed as retailers realized the rising importance of first-party data as third-party cookies disappear. To make the most of retail media network’s first-party data, however, marketers need a more holistic approach with a focus on the household. While first-party shopper data provides an invaluable platform for specific retail marketing efforts, the complement of a people-based advertising software can allow marketers to realize the full benefits of retail media networks across all biddable touchpoints of a shopper journey. Join Viant as they share how retail media networks and household technology help optimize the path to purchase.