Choosing the right service model for your Retail Media Network (RMN) can make the difference between slow starts and scalable growth.
Early on, you need to decide whether brands will manage their own campaigns or rely on you for campaign execution. Starting with a managed service ensures high-quality delivery and a low barrier for brand participation. As your network grows, introducing self-service can unlock scale, reduce your team’s workload, and tap into new revenue streams. The right balance will evolve over time, often resulting in a hybrid model that keeps top-tier brands closely supported while empowering smaller partners.
How it works
An RMN operational model typically evolves in stages:
Launch phase – Managed service only
At the start, your team sets up and runs campaigns for brands. Brands simply provide budget and approve which products or messages to promote. This lowers entry barriers and ensures consistent campaign quality.
Scale-up phase – Introduce self-service
As the network grows (for example, beyond a dozen active suppliers) or when certain brands want more control, self-service tools can be introduced. Self-service allows brands to create campaigns and view performance metrics like ROAS, orders, and impressions without heavy manual input from your team.
Hybrid approach
Many RMNs adopt a hybrid model. Your top 10–20% of brands continue to receive a managed service, while smaller budget brands gain self-service access, creating new revenue opportunities with minimal operational effort.
Signs you are ready for self-service
- Clear structure: You have well-defined guidelines, policies, and training materials.
- High demand: Multiple brands want to run campaigns simultaneously, making manual management challenging.
- Established trust: Brands have seen successful campaigns and understand the process and value.
Benefits of self-service campaign management
- Enable smaller partners and suppliers to participate and generate incremental revenue
- Reduce operational overhead through automation
- Support omni-channel strategies, including social and in-store placements
- Allow agency involvement and greater brand investment
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