Download the report below.
First-Party Data in Action: Unlocking Growth in Commerce Media
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Download the report below.
SMG’s latest report, First-Party Data in Action: Unlocking Growth in Commerce Media, shows what happens when brands and retailers stop talking about data, and start using it.
Retail media is already booming. But the campaigns making the biggest impact today aren’t just about placements or impressions. They’re powered by data that’s real, reliable, and ready to deliver
Why First-Party Data?
Because it gives you what matters most:
Real customer insight: Data that comes directly from shoppers, authenticated, addressable, and grounded in actual behaviour.
Measurement that counts. From attribution to incrementality, 1PD lets you see the true impact of campaigns online and in-store, not just clicks.
Efficient growth: Smarter targeting reduces wasted spend, unlocking both cost-effectiveness and scale
Trust as an advantage: Used transparently and responsibly, 1PD builds confidence with customers while driving better outcomes for brands and retailers.
INSIDE THE REPORT YOU’LL DISCOVER
Data in Action: Case studies showing how brands and retailers turned 1PD into measurable results — from boosting ROAS to unlocking new-to-brand buyers.
The Business Case: Why campaigns anchored in 1PD outperform, and how they deliver both revenue and efficiency gains.
Better Together: How retailer–brand partnerships, powered by shared data and clean-room solutions, drive mutual growth.
Beyond the Shelf: The role of 1PD in shaping omnichannel campaigns across ecommerce, in-store, CTV, social, and emerging channels.
Lessons to Steal: A distilled playbook of best practices, pitfalls to avoid, and shortcuts for turning insight into sustainable impact.
BONUS: You’ll also be able to access our short and succinct Executive Summary and practical checklist.
SMG POV
As partners behind some of the world’s most advanced Retail Media Networks – Boots Media Group, Co-op Media Network, Deliveroo Media, LS Eleven Media Services, Very Media Group, and WHSmith North America Media Network – we’ve seen the difference first-party data makes. This report brings together those lessons, so you can see what’s working, what’s next, and how to get there.
If you’re a brand, retailer, or agency looking to go further in commerce media, this is where to start.
Download the full First-Party Data in Action: Unlocking Growth in Commerce Media and see how data moves insight to impact.